Evening star., 1919-11-30

Political leaders are now getting
try Members
Must Find Out What of Congress
the Buyers Want. hack home to
get the sentiment" on this railroad
bill and other important matters OF
legislation. The same thing has TO
be done in developing foreign trade
that will be stable. American manu-
facturers and exporters must f1nd OUT
what the other fellow wants and give
him what he wants in the way ne
wants it.
1t is not fair to say that I'VE export
our surplus" because while some OF
our foreign shipments may be merely
surplus. the great bulk is manutac-
tured goods which must be made spe-
cially to conform with the local re-
nuirements of the countries to whlch
they are being sent. These variations
may be dictated by climatic condi-
tions. by racial or religious preJu-
dice, by peculiar customs. by methods
of transportation, by ignorance ana
even "pigheadedness," if you will. nut
the other fellow who is paying for the
goods should have the right to say
what he wants and how he wants it
shipped The majority of >manufac-
turers and exporters are not giving
the fellow overseas this consideration.
but the shrewd fellow who is build
ing UP a strong foreign trade is going
out OF his way to get the other rel
lows viewpoint and give him just
what he wants.
If thesLatin American has been ha-
btuated to doing business over the
teacup instead
Getting Business of over the
Over the Teacups. should be- hu-
mored in this. and the sagacious
tradeseeker will find he is not losing
any time by letting busines slumber
while he shakes hands a few times.
inquiries about the health of his pros
pective customer and sips a few cups
Of tea. From practically every coun-
try on the globe are coming remfn-
ders regarding these points and q
warning against the brusque. hurry
up method Of doing business that
reports to government officials in
charge of foreign trade prospects
show pressing need for more diplo-
macy in foreign business dealings.
Take Italy. for example. where Amer
ican business is getting a strong foot
in wi
it were. And right here is a little val
liable advice to the shoe industry Of
New England, especially:
In artistry of finish. durability and
general desirability the American
shoes lead all others in the Italian
the U. S. A. have been released from
the requirements of import licenses.
and the only bar now to their admis-
sion to Italy is found in the abnormal
ly high rate of exchange. Despite
the prevailing high prices of shoes
at the point of origin and the super
tax of 1ira exchange so per cent above
normal. there Is a steady demand on
the part of well-to-do Italians for
American footwear.
There y the market ready waiting.
but the American manufacturer must
not make the mistake,
Shoes for Commercial Attache AL
r..,:. fred P. Dennis in Rome
warns. of supposing that
shoes can be rushed over there in
quantities and readily sold without
adaptation to the special requirements
of that market. American shoes must
be built to conform to Italian tastes
The size demands average slightly
smaller than in the United States.
but the contrast is quite pronounced
in the, matter of style. The Italians,
In company with all other Latins. dis
high heels and stubby toes represent
the latest style in fashionable foot
wear.
The American manufacturers, espe-
cially the New England factories sup.
plying the bulk of shoes to that re-
gion. are advised that what applies
to italy Is true also of other Mediter-
that will sell in Italy will sell also in
Greece, Turkey and southern Spain,
so that by making what are off.styles
mere the manufacturer is not making
FOR small local market. High -heeled.
hort-vamped and round-tipped shoes
In tan or black. finely fashioned from
the best calf and kid constitute the
stock desired. American shoes of this
sort are selling freely in Italy. with
an unsatisfied demand. at So to s13 a
pair. Women's shoes require more
leather and finer finish and sell at
from 80 to SIS pair. These prices
are about 20 per cent higher than Ia
asked Tor hfgh-class. factory made
Inc ieading smart" shoes shop in
iurin charges $50 a pair. while a big
concern in Milan puts
High Priced out custom-nade shoes
Eoo+u..r at about $3.50 per
pair. These extrava-
gantly high-priced custom-made
shoes. of course. hold their own with
the best machine made stock from the
United States. but they are bought by
a very limited class.
So, American manufacturers would
do well to study Italian requirements.
AS particular Illustration take the
SO called indoor party shoe 1t is a
light type OF low shoe with a strap
worn by the great middle-class wom-
an population of italy. It is a flimsy
contrivance as turned out in native
factories and retails at $3.50 and $3.50.
What the Italians most appreciate in
an American shoe. aside from its
pleasing appearance and durability, is
it's shape-holding quality. Rubber
shoes are practically unknown in that
country.
Several New England shoe manu-
facturers with good business foresight
have sent reliable men into this re-
gion to study up what the people
want, SO as to: give 1t to them