Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1902-06-12
DON'T WANT TO LOOK NEW.
Dress Suit Cases and Hat Boxes Dam
aged Purpcsely Before Being Sold

aged Purpcsely Before Being Sold
That characteristic of youth which
makes persons shrink from ridicule
as they would from a burning brand
has been pointed out many time. A
man went into a leather store re-
Gently where trunks, dress suit cases,
and top hat boxes were for sale.
The proprietor of the store said, when
asked for dress sui case:
"WouG you like brand new one
or one whose appearance is somewhat
worn? Both. are equally good. The
difference is simply matter of per-
sonal choice
why should anyone be wanting a
new dress suit case be satisfied with
one whose leather bears marks of
wear?' said the would-be purchaser.
I'VE keep two kinds" replied the
dealer, "for the simple rttson that
they are demanded by our trade.
When this particular form OF grip
first came into fashion only the brand
new ones were sold. To offer or ex-
pect any one to purchase a soiled and
battered case would seem as absurd
as to imagine person buying a pair
of stubbed boots.
"One day stylishly dressed young
man came in and said he wanted a
dress suit case, We showed him vari-
GUS kinds but he was not satisfied.
AT last he said: These are good cases
7 h,,t xx,I,. t. Il
doesn't look so shiny new He ex-
planned that it was no light task to
carry grand new dress suit case
through a crowded street, inuo a
hrongcd railroad station and ther. lift
it with all its glossiness through a
well filled car. Everybody rubbers
at you and the case he said, and
you feel like a farmer At last we
succeeded in fixing up new case so
that it looked like an old one and
he departed happy That put an idea
into our heads and ever since we
have always kept stock OF apparent
ly second hand grips on hand for the
satisfaction of our customers who are
sensitive about ridicule. And do you
know, they sell remarkably wen.
But, bless you, the dress suit case
isn't marker to the top hat case.
Where we sell one disfigured dress
suit case we sell three for top hats
Now the reason for this difference is
the same that made the damaged
cases popular. We sell more grips
than we do hat cases, leaving out of
consideration entirely those purchased
by women, who constitute one of our
best sources of trade. There is some
thing unusually personal about a top
hat. No young man ever assumed it
without thrill of self-consciousnes
1t is no easy matter for him to emerge
thus attired for the first time on the
public thoroughfare. One feels that
the whole wide world is focusing its
eyes directly on the top of ones head
1t is not true? Well then, you may
understand how that same young man
feels when he transports for the first
few times a new, glowing hat case
with brass lock shining like polished
mirror in the sun. So we are ready
to supply him with one that looks as
if it had been through long months OF
service both at home and abroad, YET
is really as new as any on our shelves
have heard of young men kicking
the cases or dragging. Them through
the mud, hitting them against picket
fences, leaving them out in the rain,
to get off that new look which is so
distressing
But here is an interesting little
comentary on much discussed con-
troversy. Women do not care. The
newer the suit case the better they
like it. If, as some say, they possess
vanity. it does not show itself along
those lines"