The county record. [volume] (Kingstree, S.C.) 1885-1975, 1915-05-06
Advertising
Talks
REACHING WOMEN
GARMENT BUYERS
Newspaper Without Doubt the
Best Medium for Dealers in
Women's Apparel.

There should be behind every re-
tail advertisement that is published
a continual force to build up the
prestige of the store No matter how
well 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 store where
she can say with pride "I bought my
suit from" she knows her friends
will realize that it is correct, If that
store has her confidence.
The newspaper is without 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 a constant reminder
with it's daily fashion hints that styles
change, 1t takes it's 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 style almost
as great as the cost Of the material
and workmanship, especially is this
the case in garments were only one Of
a 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 a new fad or novelty that
is designed for the miss or young lady
must be written in terms that win 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 80 par
ticular regarding the color, material,
or cut of the garment providing 1t 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 wom-
en- can be spoken to directly through
the newspaper at the time when the
proper merchandise is on hand that
viii appeal to them.
The man who writes the ads for
tho ready to wear store must have .
thorough knowledge Of human nature,
he must be salesman, he must know
how to appeal In q direct way to the
woman he wants to reach. he must
have b thorough knowledge Of the ad-
rertised garments and the ability to
present them correctly. Women are.
- . rule. wel1 posted on what Ii cor.
rect In fahrics, oolors. and styles ana
even . slight mistake in an I'D win
often prove q blow to, the trims pres
tise. Personal service-the display Of
the same spirit BY the selling forts
- brought out In advertisements IL
one Of the serious problems with
which the I'd man must grapple. For
this work to show results, patrons
must receive the same courteous treat
ment, which he advertises. Results Of
advertising from the merchants view
is judged by the volume Of sales and
too often results are poor because Of
the scant relations existing between
the ad man and sales force.
The American woman Is quick to
grasp anything new. Naturally, stocks
deteriorate in value very quickly and
on account Of the more or less deli
cate nature Of the fabrics or trim
ming's garments become shop worn in
= short time. The merchant has two
motives for moving his stock quickly,
he must Continually show new styles
to uphold his prestige and reputation
as . style authoritative and he must
sell his goods before there is q chance
'of them being unit for sale.
Garments that after a reasonable
time haven't been selected by the
more exacting women are advertised
in such a way as will appeal to the
woman to whom price reduction is
ian inducement To accomplish this,
the advertiser has recourse to many