Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-28
CHAPTER XXXVII. =. Il.
HOW BIG STORES SELECT GOODS.


department stores advertising policy helps decide what
goods to buy Although it is true that many big institutions
prefer push goods under their marks boast
Of the number of factory trade branded goods that they
There is exception any department stores tendency
to keep away from the nationally advertised goods That
when the department store exclusive rightno
matter how rabd the store may be this principle of self
marked goods Such may claim that their absolutely
stands behind everything they sell that therefore, it
their which should the customer They may
that customer buys because of their reputatonand that
therefore their is the mark which builds the demand
Therefore they should and push their names.
And yet, almost every store does push line of
tionay adversed clothes Also they often sell and empha
the Haywood Shoe But these exceptions to the
general rule when the store has these lines exclusively which
lis often the case.
1t follows then that the advertising policy of depart
ment store largely influences its buying policy As its
gera organization largely of buyers the very personnel
of big stores machinery closely related to advertising
So the organization of department store is important
any consideration of retail advertising As rule the
active head the merchandise manager who has under him
corps of buyers Each of these manages different depart
ment Each buyer really the sales manager for his depart
ment but his buying is important that the selling
The buyer called buyer because he spends the greatest
amount of time in actual buying Yet the buying is merely
make for the greatest possible amount OF sales In
this the better the department manager buys the better he is
as sales manager .:= II.
Every buyer each at the head of different department
subject the merchandise manager He is practically the
head buyer This together with the advertising manager
usually decides the broader questions regard to advertising
Then when it to the decision in regard the particular
department his department may show loss. If the wrong
thing advertised the business will not in and therefore
the advertising expense will be too great and the net profit
too little Therefore, the buyer has much to about the
advertising. =~~# ...-.=
Theoretically in regard to the advertisement of any
tain thing certain department. these three decide
They supposed to select the merchandise But it really
works out the buyer usually selects the merchandise and it
is merely O. KID by the other two.
Thus the management selects the goods to be advertised
The choice is sometimes based competitionwh aim
to meet something that has been advertised by other
store Sometimes the goods picked for advertisement
of cut prcefor instance articles that have been
bought undeprce and be sold at less than usual price
Many times However, the choice is simply based season
ableness of the goods. ""-.
These three considerations usually determine what shall
be selected for advertisement Tmeness the greatest of
these factors The Christmas of course would call
forth certain goods to be advertised regardless OF whether
they practically underprced not The season
goods cleaning time would occasion the advertisement
Of furniture and SO #-r*
Outside of those seasonabe considerations there is that of
cut price This sometimes simply seeks to attract people o
the store buy something addition the eader adver
tsed Or ese low price be put goods because of
particularly lucky low price in the original purchase OF tie
goods by the Unfortunately there another consera
ton which often enters into retail advertising that the
amount of business done year ago today
The department manager always faces bug-aboo of
previous records Although conditions not be ripe for
him to sell the amount of goods that he did year
he feels he is falling down he does not equal or
eclipse the former figures That tempts him, sometimes, o
advertising than he should to cut the price more
than he ought in order keep to that empty record
That is why stores often offer real bargains which they
actually lose money-and the ad watching public profits