Evening capital and Maryland gazette. (Annapolis, Md.) 1910-1922, 1914-02-26
Advertising
alks
REACHING WOMEN
GARMENT BUYERS
Newspaper Without Doubt the
Best Medium for Dealers in
Women's Apparel.

There should ba behind every re-
lail advertisement that is published
continual force 10 build up the
prestige 81 the store 30 matter how
wen an ad is written II the readers
have no confidence in the advertiser
he results are small m the ladies
ready 20 wear business, besides q rcpu.
alton for veracity every store strives
10 hc considered an authority on style
Women Ike to buy az q store where
DE can say with pride Il bought my
suit from" she knows her friends
Aili realize that 60 is correct, n that
store has her confidence.
The newspaper ia without a doubt
The best advertising medium for the
adde's clothing store, it gets where the
fields is fertile. into the very heart OF
he home 70 Is g constant reminder
With it's daily fashion hints that styles
change. it takes IT'S place with the va.
.lous periodicals devoted to woman's
lross and the live display By pictures
r wording The identical goods as pic
ured by these authorities.
Paris and Berlin are the recognized
enter from which styles emulate
american made garments are almost
uIrely adoptions from foreign styles.
he color schemes and cloths Like
r'.sIa in every other profession. their
ovices are high priced Thus high
ums are expanded IN getting the
r're before the retailer-of course
bis expense is attached to the gar
nt and we find In many instances
he cost Of producing 8 style almost
great as the cost OF the material
nd workmanship. especially is this
ne gnae u garments were only one OF
kind ie shown The woman who
.nyG carly Of course pays for the
y)na but she has The satisfaction or
moving Chat her clothes are not left
YER styles chgnea over night. and
% account Of the quick changes and
dispatch with which goods must be
andlad .he advertising mus, be OF the
at direct nature
Copy must be written that not only
describe properly The clothes but must
$50 appeal 30 the woman who buy
.lothas OF chat character For instance
he aj for new fad or novelty that
is designed for the miss or young lads
auef'h written tn terms that viii al
tract these buyers
Several classes Of buyers must b.
catered too at different times Of thc
eaac0 There is the woman who has
certain idea Of what she wants, usu-
MS ~ newest ard most extreme
There So The woman who wants cloths
good texture and i'm neat styles
There Is the woman who is not so par
cular regarding The color material
or cut Of the garment providing 10 is
eW bu 90 whom the price OF the
smont is bis factor and there is al
20 the woman who looks at the price
and quality only, taking style into lit-
tie con Iteration Each Of these WON
en- can be spoken TO directly through
the newspaper at the time when the
proper merchandise Is OF hand that
win appeal 10 them
The man who writes the ads for
ne ready 90 wear store must have
thorough knowledge Of human nature,
hc must be a salesman he must know
how e. ppeal in a direct way 10 the
woman he wants to reach. he must
av thorough knowledge Of the adj
rcrlised garments and the ability to
present them correctly. Women are.
ns a rule, well posted on what is cor
cf n fabrics. c0lgrs, and styles and
oven slight mistake I'm an ad viii
DE- blow 70 the FIRMS pres.
tige. Personal gervice--the display az
same spirit by the selling force
a1 brought out in advertisements IS
af he serious problems with
which the cd man must graphic For
a'r work 10 show results. patrons
1ust receive The same courteous treat
ent which he advtrtises Results ~
dverusing from the merchants view
judged b. IRE volume Of sales and
~ often results arc poor because "
cant relations existing between
tle ad man and sales force
American woman IS quick 70
ID anything new Naturally stocl
r'craa in valne very quickly and
cr account Of the more or less deli
te nature Of the fabrics or tIim.
.s garments become shop worn i1
short time The merchant has two
Ter moving his stock quickly.
DE must continually show new styles
l9ao,d his prestige and reputation
style authoritative and he must
IBIS goods before there rs a chance
hm being unfit for sale
Garments that after a reasonable
haven't been selected by ihs
Iacting women are advertised
reh o way as VIII appeal 70 81
oman 60 whom a price reduction is
riaeement To accomplish. iis.
ao dyertiser has reeours 10 n.uy
lines for his ads. such as
al "soles Of Samples. stock tG.
iu-tHg Sales. etc Sales o. this char
absolutely necessary 10 hsar
ck clean aud do away n1th ~
ions T merchant whn Ha
keep hia stock clean fu8 ~
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storms Of m IRE than ordinary persist
ence and intensity, al attended aud
follow "a bv wfntrv. bleak ard dis