The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1908-05-22
WOULD PRESERVE
identify by USE
Of TRADEMARKS
Mill Brand OF Some Other
Device Necessary and
Highly Advisable, MI.
LatshaW Declares.

Admitting the we'll recognized fact
that from the viewpoint of its scien-
tific thoroughness the textile indus
try represents the highest develop
ment OF manufacturing ability and
executive capacity to be found any
where in the country. Mr.. S. r. Lat
shaw, manager of the textile depait-
nient OF the Ladies' Home Journal,
Philadelphia, urged the spinners to
preserve the identity of their product
by standard trade marks which would
create demand for it the world over
In time of prosp Gritty or financial de-
preston. In dealing with the subject.
modern methods of merchandising"
Mr.. Latshaw said, 1t will be generally
conceded that the textile manufactur-
err is not a merchant, that he pro-
duces an excellent fabric. the result
of years OF development and the ex-
penditure Of fortunes In equipment.
only to lose his identity as maker
the moment the fabric leaves his ware
house. TOO many manufacturers, he
added ARE at the mercy Of the open
market subject to the slightest fluc-
tuati In supply and in demand. 1t
is the effort to alter this situation
that is bringing about a new era IN
the textile industry.
Importance of rrulc Mark.
"The question of the value. neces-
city and Importance of the adoption
Of a trade mark cannot he overnsti-
mated. There are to-day tn ousands OF
trade marks registered in the Patent
Office at Washington, which are little
known and seldom seen. yet they stand
as monuments Of desire for identt-
fication. ] clInot TOO strongly "m-
phasize the value OF the adoption Of a
trade mark, mill brand or some certain
means of Identification. Whether you
expect to exploit your fabrics or not,
II they are worthy they should be iden-
tilted.
Mr.. Latshaw cited number OF In
stances to prove the value of preserv-
ing the identity of goods standards
ing them, so to speak, that the public
would know them by name or sign,
and demand them because it appreciat-
ed their value and worth. There
seems to be- he continued, something
inherently honest and sincere about
| the claims OF any maker who puts mis-
name and identity on his product. IT
created very favorable first impress
| sion. induced the woman OF the
country to make an initial purchase
| in order that she might see for herself
whether our claims were justified. OF
| course, the milk in the cocoanut was,
and always Is. the nstrinsic merit OF
| the fabric
Goods NInst Have Merit.
| Modern methods of merchandising
will sell the output OF your mills at
a decreased distributing expense, for
increased volume means decreased cost;
| IL will make your name, your trade
mark and your fabrics known from
one end OF the land to the
other-in word, 1t will standardize
! your product. If your goods have
merit they will not go unheralded and
unknown on the contrary. every con-
sumner that you have satisfied with
| the intrinsic worth and value of your
/ goods becomes your partisan. You
will very greatly increase the continu-
| ity OF your sales. and while, OF course
the conditions of the times will effect
your output, the average level will con-
tnue through any ordinary furry
with little variation.
"1n the recent period OF depression
the standardized fabrics fell off very
little when compared with the cur.
tailment Of 80 and 40 per cent. in thu
general field. Buyers ordered more
| freely on those lines that they knew
We're In demand"