The evening world., 1911-09-20
business Of THE LONDON FEATHER

NERS for The wonderful hat creations " go about
tow.
msn 70 buy their own plumes. To bring this about
he put In Q hat exhibition II The 0tth Street storo.
showing 100 different models. al trimmed With an
fsrent kinds Of plumes. In different wsya
The woman customer con Walt this display room
and try on any hat she wiahos, note how Il 3 trim
med. determine whether Il h becoming or not, and
then abe can 60 down In the main store and select
sreplica Of the plumes appearing on tho hat she liked,
wiahes, or. II she wants to select . model shown in
the display room, she can do 90 and have il trimmed
in tho psrlors Of tho London Feather Co.. or she
can take tho model to her homo and do her own
THIS HAS PROVED TO BE A VERY sue.
CESSFUL FEATURE OF THE LONDON
FEATHER CO.'S BUSINESS.
ma A. the se es;ine;' h he. T SGnsinSe s,S t. gESn, a NAT II
A FIXED AND HONEST POLICY. guaranteeing
70 g;vo tho square dea! to the customer, il has been
the wish OF the management to expand still further.
u 4 few months ago 4 BRIGHT YOUNG NAN
suggested to Mr.. Lacks that he should be able to do
Q wholesale business in cities throughout the United
States where the London Feather Co. DID NOT
OPERATE STORES OF THEIR OWN.
He said that the educational campaign conducted
through the advertising had 20 familiarized con-
sumcrs all over tho United States with the product
Of the London Feather Co. THAT HE THOUGHT
IT WOULD ADD CONSIDERABLE PRESTIGE
~ ALL y ~ ~ SuiV IA
DEALER in many Of tho larger cities Of the United
States.
Mr.. Lack. THOUGHT THIS A GOOD DEA
AS 1as i fTyl SKIES ssi sS siiEst EKfRsns But %s1 Before @,: . sssa%;
the plan this question arose in tho minds Of both
Mr.. Lacks and Mr.. Boehm:
'HOW CAN WE BE CERTAIN THAT THE
ExGLg sST1 OBJ REA Al R,,E IN EVERY W Rh,v TOWN
PRICE WE SELL TIIEMi"
They both agreed that this was a most IMPORT
N FACTOR in the development Of the business
nationaly-THAT 1T WOULD NOT DO to have
the merchant in Boston sell At a different price from
that prevailing in tho Company retail stores, or ut
q different price from that Of the merchant who
operated in Baltimore.
A solution was quickly arrived at. however, by
the invention OF q trade mark which guarantees, first,
the QUALITY Of each feather that is sold. and sec
ond. attached to each plume there is a lead seal, with
the price stamped thereon. and this lead seal cannot
THAT DIFFICULTY HAVING BEEN OVER
COME, Mr.. Boehm then started out throughout the
country (only recently. however.) to establish an ex-
elusive agent in each one Of the large cities; this
agent TO be the proprietor or proprietors Of one Of
the largest department stores in each city.
So far, eleven big department stores in eleven
cities HAVE CONTRACTED TO ACT AS THE
SOLE AGENTS IN THEIR RESPECTIVE COM
FURTHER CONTRACTED TO EXCLUDE
FROM SALE IN THEIR STORES THE PROD
UCT OF ANY OTHER MANUFACTURES OF
FEATHER
There cannot be substitution-ONE OF THE
MENACES OF II AGE; there cannot be any
question as to the quality, because the label or trade
mark is sewed into the plume. and If removed the
plume will fall apart, and then there's the lead seal
price. WHICH GUARANTEES A UNIFORM
PRICE EVERYWHERE.
And every exclusive dealer is assured that each
and every plume runs alike as to size and quality
that all the customer needs to do is to select the
grade she wants and she can rely absolutely upon
what she buys, because back of the sale is the guar
antce of the London Feather Co., and AS THAT
GUARANTEE MEANS WHAT IT SAYS, AND
DOES WHAT 1T CLAIMS - THAT'S ALL
THERE Is TO II.
The London Feather Co. divides its profit with
the exclusive agent, giving to him the greater pro-
portion of it, OF course, and, in addition, the London
Feather Co. advertiscs in u local newspaper where
the exclusive dealer does business, HELPING re
EDUCATE II TOWNSPEOPLE that when
they want to buy feathers or plumes for their hats
they should buy the London Feather product, be-
cause of their uniform price, their uniform quality
and their excellent style.
That's about all to say in this advertisement, en-
cept to add that here are some prices that will inter
est the women folk:
French Plumes, SO. rs to $20.75, occasionally alta
higher price, depending upon exceptional quality.
Willow Plumes, 81. 95 to S75. 90. If made to
special order, as is sometimes done, the price goes
up to $4,000.
Ostrich Crowns, 81. As to $S5. 90.
Ostrich Novelties. So. rs to $4,000
Birds of Paradise. in all styles OF branching,
$l0.75 to $75. 90.
Ostrich Boas, Stoles and Mufs, sle.7 rs to 500.
Ostrich and Marabou Stoles and Muffs, $4.45
to $50. 90,
And, yes, one more word:
DOES NOT ii PUBLIC ADMIRE A BUSI-