Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-27
CHAPTER XXXVI.
DEPARTMENT STORES AS INDIVIDUAL INSTITUTIONS

In any analysis of retail advertising the department
presents lot of peculiar problems In it summed up
everything that has to be said in connection with all other
kinds of advertising And the department store advertising
has further problems beyond those which confront the usual
retailer.
The tremendous machinery of department stores
ganization many complications This is due to the
tendency of the day For all business there this tide
ward the construction of big
ganzationso that high paid manager directs lot
businessso that the amount of property yield
bigger volume of business than it held single store with
limited clientele.
This worldwide tendency has been the of the de-
parment store Through its peculiar organization due to its
size the department has developed organization all
of its own.
The department store is distinctive Like the newspaper
it is almost institution People grow loyal that they
by certain department store They would not to
another They talk of it against the favoe store of
else
And turn every department store no matter how big
possesses personality of its Perhapsit may
tain kind of service atmosphere If doesn TIFF it is
just huge feless project-why then it has but little grip
Such has got depend entirely low price it is to be
mediocre success.
How can you build up this distnctivenessi How you
make certain kind of real live institution out of your de
parent sore That is the biggest question the department
store has to face The to that problem is the same
secret which builds up centee-which piles up business
and which makes the total benefit of series of ads greater
than the total of the individual benefits of each of the ads
Department stores help create this distinctive atmosphere
through their advertising One store saurates its dgnifed
Chetenham style Of Typography with danness OF illustration
Another store naugh but boned bacace
Gothic Yet many time person will go into the former
store and ask for something that has been advertised by the
atterand vice So you see mighty hard to build
up this distinctiveness in the advertising But it is
the eternal effort of the department store to make
its service and its whole atmosphere individual and distinctive
The effort to make individual institution out of de
partment store goes further 1t goes into the merchan
disc itself This tendency creates problem which today
fronts the progress of national adyertisngo depart
be themselves and nothing else These de
partment insist that their trademark be all
goods One institution New York which does business OF
thirty million dollars has hardly nationally advertised trade
mark in their entire store If they do the products OF
onaly advertised industries, they call them by brand
of their own. ~:
Sometimes they absolutely refuse to carry nationally adj
versed goods though they lose by not carrying
them They want their store to be absolutely distinctive They
desire than atmosphere of their Even
their merchandise they want to stand their name
They don't want to push line of manufacturers goods to
extent lest they help build up demand for those products in
their store For that event the manufacturer would have
the upper hand and he could make them buy his goods at his
terms.
ave have to stand Behind goods anyway Ii any
thing goes wrong have make good Why then as long
held responsible for what SELL shouldn't brand
them with names ~ ~"
That the the manager of big Eastern department
store summed up the tendency from manufacturers
trade marks toward the stores private brands