The Democratic advocate. [volume] (Westminster, Md.) 1865-1972, 1891-08-01
For the Democratic Advocate.
The Advocate.
Success in Retail Merchandising.

From the y. Y. Dry Goods Chrohlcle.
Success achieved in retail merchandising
is largely due to the industry, perseverance,
integrity, method, order and Judgment
employed in conducting the business. A
selection of stock-suitable or good-selling
stock-requires on the part of the retailer
tact, taste and a knowledge of the wants OF
his customers.
STYLES, fashions qualities and prices are
also great factors in the retail dry goods
trade. The markets where the best selec-
tons can be made at the lowest prices are
matters deserving due consideration and
close attention. 1t is an easy matter to
sell goods if you have the right kind at
the lowest prices 1t requires, however,
better Judgment to buy stock of goods
than to sell it. Goods well bought are
half sold" is Il safe rule to follow. To
understand what your trade likes, 1t Is
necessary to be close observer OF what
YOUR competitors are selling and what the
ladies wear. The latter reflect what is
fashionable and salable The merchant
who is careful to note what the ladies buy
and wear will select his stock accordingly.
Some merchants, whenever they secure
bargains, tell it to their competitors, whom
they meet while in the market buying.
No advantage results from telling your
business to others, except to create jealousy
and competition. Modesty and silence are
golden in nearly all cases. Perseverance,
activity and attention to what you have to
do in your own business lead to success.
Aim at fair profits in selling goods. On
novelties get the largest profit, as at the
best the sales of the same are limited.
Staples always sell, and rarely, il ever,
decline to any very appreciable extent, but
novelties have a run only IN their season,
which is generally short.
Customers want to see Il well-selected
stock that is fresh and clean. If you are
out of an article that they want they will
often wait until you order it. Ladies are
the leaders, and in places where they trade
men usually trade also.
The women lead the fashions; they are
fastidious as to the styles of dress fabrics
and notice every change. Mems fashions
are not so changeable. A man can wear
the same clothes as dress suit for years,
without exciting any particular attention;
but woman has to keep up with the
times, or try to. Always study the fancies,
peculiarities and tastes of the ladies, as
they make up the larger part of the trade
Of the successful merchant
Ladies never forget polite attention, and
will 20 many blocks to trade with the
clerks who are courteous and attentive to
them. Make it rule to sell everything
that you buy just as the goods are. Never
misrepresent them in style, quality or
weave Make your salesforce adhere to
this rule. Never let it be understood that
a customer can get goods at a lower price
from you than he or she can from any of
the clerks that you employ. If you do
you are likely to lose the customer as well
as the best services of your clerk.
Let everybody know what you have.
Force no rule upon your clerks that you
will not follow yourself. Buy in the
largest and best markets and you will
always find them the cheapest. By so
doing you will have less unstable goods
on hand and do larger trade and satisfy
your customers more fully, because they
will then know that you are buying your
goods closer to headquarters and at lower
prices, and are giving honest values in
what Won sell.