Clearwater Republican. [volume] (Orofino, Idaho) 1912-1922, 1916-01-21
STYLES in Shoes.

for shoes than is spent for hats. And
this silent revolution has come from
the retail trade almost over night
The extremities have changed places
in the price columns and shoe profits
are now where hat profits once were
Joyous days are not only in sight
but actually here, for the merchant
who senses the opportunity of the day
Now, if ever, proper appreciation of
the wonderful possibilities of style in
footwear is necessary. Now, if ever,
the courage to ask real millinery
price is needed, says Boot and Shoe
Record.
How apparent this topsy-turvy has
been can be surmised by the follow
ing investigation by the editor. While
in New York recently he took occa-
sion to ask a Fifth avenue buyer to
join him in little research work.
Four visits were made to millinery
stores, one exclusive shop, two ready
to-wear shops, and one department.
Each of the buyers when interviewed
told practically the same story. In
all the stores no matter what the eli
entele the price paid per hat was less
than it was year or five years ago.
One millinery buyer went so far as to
say that Mrs. So-and-So, a leading
member of the 400, had bought a SIP
hat that very day. Never before in
the history of her patronage. had she
purchased a creation less than $50,
and the average was we'll above $780,
Now all this signifies, not that a hat
has lost its charm, but that greater
interest is taken in the graceful trim
ness of beautiful shoe.
Say what you will, the masculine
eye finds greater satisfaction in look
ing at trim, dainty slipper than it
does at hat, no matter what the
plumage, material or shape might be-
And just that appreciative glance car
ries weight these days.
This shoe buyer measuring our in
vestigation by his own store expert
ence, cited cases where youthful
daughters of his customers had pur-
chased $40 slippers and boots, and
then to checkmate the flow of re-
marks as to their extravaganza, they
put up the following proposition:
That the shoe merchant charges up
on the parents account the sum Of
SIS so as to keep peace at home;"
the balance then came from the girls
purse at the time of sale to complete
the transaction.
The result is hundreds of society
"fappers" are spreading good shoes
and good shoe taste the country over,
and the shoe merchant winks at the
subterfuge.
Have you noticed the illustrations
in the fashion papers recently? When
a society leader, admittedly extrava-
CANT, keeps her gorgeous slippers,
buckles and rosettes in Louise Seize
shoe cabinet of gold and gray and
glass, there is every reason to believe
that footwear is an important part of
her costuming.
All these points are indicative Of a
new era in the merchandising Of shoes.
Good taste Is more apparent than ever
before. Fashion shows have done
much to educate women into desiring
beautiful attire. The thought as ex-
pressed by society leader summar-
ICES the effect upon the buying public
of the present season of style, when
she said: 81 see that l have never
been dressed. I have only been COW
cred" This is a mighty good thought
for merchant to take cognizance Of
"a better dressed American public"
should be the keynote of every mer-
chants business for 1916, no matter
what line of apparel he is selling. It
should be all the more the slogan of
the retail shoe merchant, for it means
progress, profits and prosperity.