The Richmond Virginian. (Richmond, Va.) 1910-1920, 1920-01-05
! ADVERTISING TELLS
| FACTS ABOUT FURs


I: ID far easter to sell an article when
the prospect knows great deal about
It, People are not SO apt to argue in
the matter of price. when they are ac-
Quainted with the facts of production.
II 10 generally conceded that this point
has been neglected for many years.
thus making a clerk work twice as
hard to SELL
This principle was back of an ambi-
fiouB campaign introduced by Reylion
Freres, furriers, Fifth avenue at Fifty
third street. New York city, more than
q year ago. The second series is just
beginning. and was induced by the uE-
qualified success OF the previous adyer-
ttsirg.
While other concerns in the same line
are running to straight merchandising
talk and pictures OF pretty women. Re-
wilton Frercs started a sort Of serial
story about furs in local newspapers.
II la = continued narrative. in daily
chapters, and hikes back TO the far
places where pelts are secured.
1t may be the picture and story OF
snow-covered trading post. or sleds
bringing in the peits or "A Young
Hanter" beside his game. with the de-
scriptiye text:
This bright your Cree boy has just
she. his first bear, and though hardly
grown up he feels himself every inch
Of 2 man. A young Indians ambitions
arc necessarily much more limited than
the white boys at the same age. All
he can look forward to lis hunting on
his own.' the possession of an extra
good gun and such Injuries as the post
traders store will AFFORD him."
Women are being told the source of
RAviilon Frefes' furs, that they may
be certain Of their quality and that
they may unAssssand Why IL is necss-
sary TO make certain charges for them.
PUBLIC RESPONDS TO
STORES FRANK APPEAL
Ia It unethical frankly to ask the
public to join In and help you, the
merchant, make a store record for
SAFES.
---fsaffey. of Worcester, Mass, very
large and popular department store. re-
Gently held a remarkable sale, exploit
ec by quite unconventional newspaper
advertising. The people of Worcester
we're asked to contribute to the success
Of = Bailey Day" and the firms ac-
tlve slogan was "A weeks business In
the day"
Could such a thing be possible? It
all depended upon the town.
Read this announcement:
six days business in enc day. On
your mark! Set--oh boy. Just few
hours more and we'Il be off to the big
gest goal we ever set--for tomorrow
we're out to smash oil records and do
4 weeks business in single day. Just
come behind ,tbe scenes with us and
you'il see in a nutshell the reason why
ycu are going to be on hand early to-
riofrow. See the piles and piles oh
hrand-new merchandise. the Il I'm y
bl.uses. the latest millinery, tie
daintiest baby toys. for which the buy
-ers OF our. three stores. have CODED the
market for months and months Look
AT the price tickets. What's that?
Your eyes deceive you. Oh. my no.
Vow Just look at the store itself-at
the windows that give but a hint of
the good things to come--at the pep
that animAtes the whole sales force.
Jrst few more hours and we're Off
with the sale that's going to make his
tory--the sale that lasts but one day.
Are you with uss VIII you help us
make the impossible in your town come
true?"
And they did help!