Judith Gap journal. [volume] (Judith Gap, Mont.) 1908-19??, 1913-11-21
Advertising
Talks
REACHING women
GARMENT BUYERS
Newspaper Without Doubt the
Best Medium for Dealers in
Women's Apparel.

tail advertisement that is published
a continual force to build up the
prestige of the store. No matter how
we'll an ad is written If the readers
have no confidence in the advertiser
the results are small. In the ladies
ready to wear business, besides repu-
tation for veracity every store strives
to be considered an authority on style.
Women like to buy at q store where
she can say with pride II bought my
suit from" she knows her friends
will realize that it is correct, If that
store has her confidence.
The newspaper is without a doubt
the best advertising medium for the
ladies' clothing store, it gets where the
fields is fertile, into the very heart of
the home. it is constant reminder
change, it takes its place with the va
rious periodicals devoted to woman's
dress and the live display by pictures
or wording the identical goods as pic
tured by these authorities.
Paris and Berlin are the recognized
center from which styles emulate.
American made garments are almost
entirely adoptions from foreign styles,
the color schemes and cloths. Like
artists in every other profession their
services are high priced. Thus high
sums are expanded in getting the
styles before the retailer-of course
this expense is attached to the gar
ment and We find in many instances
the cost of producing a style almost
as great as the cost of the material
and workmanship, especially is this
the case in garments were only one Of
kind is shown. The woman who
buys early of course pays for the
styles, but she has the satisfaction of
knowing that her clothes are not left
over. Styles change over night, and
on account of the quick changes and
the dispatch with which goods must be
handled the advertising must be of the
most direct nature.
Copy must be written that not only
describe properly the clothes but must
also appeal to the woman who buy
clothes of that character. For instance
the ad for q new fad or novelty that
Is designed for the miss or young lady
must be written in terms that will at
tract these buyers.
Several classes of buyers must be
catered too at different times of the
season. There is the woman who has
a certain idea of what she wants, usu.
ally the newest and most extreme
There is the woman who wants cloths
of good texture and in neat styles
There is the woman who is not so par
ticular regarding the color, material
or cut of the garment providing it is
new, but to whom the price of the
garment is big factor and there is al
SO the woman who looks at the price
and quality only. taking style into lit
tie consideration. Each of these WON
en- can be spoken to directly through
the newspaper at the time when the
proper merchandise is on hand that
will appeal to them.
The man who writes the ads fol
the ready to wear store must have 9
thorough knowledge of human nature
how to appeal in direct way to thu
woman he wants to reach. he mus
have thorough knowledge Of the ad
vertised garments and the ability tt
present item correctly. Women are
as rule, we'll posted on what is cor
rect in fabrics. colors, and styles and
even q slight mistake in an ad will
often prove a blow to the firms pres
tige. Personal service-the display o
the same spirit by the selling fore,
as brought out in advertisements il
one Of the serious problems will
which the ad man must grapple. Fo
this work to show results, patrons
must receive the same courteous treat
ment, which he advertises. Results o
advertising from the merchants viey
is judged by the volume Of sales ant
too often results are poor because O
the scant relations existing between
the ad man and sales force.
The American woman is quick t
grasp anything new. Naturally. stock
deteriorate in value very quickly an
on account of the more or less del
cate nature of the fabrics or trim
ming's garments become shop worn i
short time. The merchant has tw
motives for moving his stock quickly
he must continually show new style
to uphold his prestige and reputation
as style authoritative and he mus
sell his goods before there is a chanc
Of them being unfit for sale.
Garments that after a reasonabl
time haven't been selected by tn
more exacting women are advertise
in such way as will appeal to tn