Evening journal., 1908-01-09
HEAR THE BLEAT
OF GLAZED KID
Campaign Started by David
SneIIenbure Many
to Take NO.ice

The campaign being waged IN the
Interests Of Glazed Kid, is having in
tercst Elsewhere, judging from the
notices received from periodicals rep
resenting the shoe and leather indus
try of this country. shoe and Leaih-
er Facts" paper devoted TO rhe
leather trade in the latest issue says
Wilmington, Delaware, always has
been and always will be one of the
strongholds of glazed kid, the worlds
best upper leather. The city has many
kid factories, and day after day sees
carloads of kid going to all corners
of the earth to supply the demand.
From close contact with this industry
the people of Wilmington have come
to be enthusiasts Of glazed kid, and
thus 1t is that as a consuming as
well as manufacturing centre Will
mington Is among the leaders.
Consequently, IL IS altogether fit
ting and proper that a great move
ment which in time will have tremen-
dous results, and will make the place
where the movement started famous,
should have its inception in this good
old Delaware city. And what was
this movement that is being indefi-
nitely spoken Of and eulogized? Lis
tenl
Wilmington shoe retailers have al
ways found that more satisfaction and
greater profits result from the sale
of glazed kid shoes than from any
other kind of footwear But although
this was true, yet it never entered the
mind of any OF them Of the immense
advantage of pushing glazed kid to
the exclusion of all other leathersl
It has just been said that It never
entered the minds of any, but this
is not exactly true. It did enter one
retailers mind, and that man was
David Snellenburg. in charge of the
Wilmington branch OF N. Snellenburg
& Co. Mr.. Snellenburg has always
had a very exalted opinion of the
merits Of glazed kid. and of its pos
sibilities, should Il be systematically
pushed to the exclusion Of all else.
After much thought he decided to do
this, and commenced a systematic
campaign by which to further increase
his sales of this shoe. He had beau
tiful window displays of the article,
both of the whole tanned skin and the
finished shoe made from glazed kid
skins. He gave prominent display to
glazed kid footwear in his shoe de-
partment, and instructed his sales
men to push 1t before the prospective
customer.
Finally, he advertised his glazed kid
footwear in THE EVENING JOUR-
NAL. Following are some of his ad-
vertisements: Get on the Santa
Claus Smile and Wear Glazed Kid
Shoes. Price. $3.50, $3.50. s4.OO"
/ (printed underneath a cut picturng
Santa Claus driving a glazed kid shoe
pulled by several reindeers): "Glazed
kid is the skin Of a goat, tanned by a
process that strengthens the fibre and
prepares its hair side so that under
the action of a swiftly moving agate
face IL is Furnished to a permanent
brilliancy Price, $3.50, $3.50 and
S400" (This was printed under a cut
of goats head.)
"(We find that our glazed kid sales
have increased so per cent? said
David Snellenburg. recently. "and II
is got so, that now customers specify
glazed kid in asking for footwear.
We are putting the leather on fash
ionable up-to-date lasts. and hence
the demand for glazed kid footwear
by the younger folks.
THE movement has, as has been
stated before, aroused widespread at
tention, and It is expected other re-
tailers will follow Mr.. Snellenburg S
/ lead before long"