The Manning times. [volume] (Manning, Clarendon County, S.C.) 1884-current, 1920-05-05
Spring, summer, Autumn and
Winter Merchandise Featured
, In Four Annual Openings.
MIDSUINMER OPENING !
MAY 3-8, INCLUSIVE
To Show Shoes, Hats and Outer
Apparel for Women Especially
Designed for Requireme'~7 - -
Each Season.


designed for comfort during warm
weather. Long ago the men saw
the advantage in changing heavy
woolen apparel for the comfort
able Palm Beach suit, straw hat
and white shoes with the very be-
ginning Of the summer season.
This changing to midsummer ap-
parel was both comfortable and
economical.
The campaign for distinctive
merchandise for each Of the four
seasons, with separate openings
at the beginning Of each season
has enlisted the cooperation of
'Columbia's leading stores and
speciality shops. Many Of the buy
ers have now returned from New
York and the Eastern style cen
tors after selecting midsummer
apparel and the stores are now
arranging stocks and displays for
the first distinctive midsummer
opening to be held, beginning the
week of May 3 to May 8. This
display, it is announced, will con-
tinue on through the week of the
South Carolina Music Festival at
Columbia, May ID and IS.
The campaign recently inaus :
rated ~ among the merchants
means that Coiumbis is doing
something unique in the world Of
fashion, something unsurpassed
even by greater cities. This cam
paign has for it's purpose the
adapting of fashions to seasons
and not to continue the old meth
cd of forcing women to wear
clothes adapted only to two sea
sons
AS there is a sprln>,, Summer,
autumn and winter so there will,
in the future, be clothes that mi
lady may wear for each of those
seasons. 1t will not be necessary
for the sensible woman to subject
herself to the ridiculous but in
evitable stylishncss of wearing
furs and velvet in the summer
time when she generally feels like
wearing organdies and gcorgcttcs,
nor of putting on her new spring
straw bonnet while yet cold winds
are blowing
o This idea is already in opera
ton in the North in millinery lines,
but nothing has been done so far
in the way Of applying the same
idea to women's shoes and dress
apparel. This campaign, apply
ing the idea to shoes, dresses and
lingerie as well as hats by the
merchants Of Columbia means
that South Carolina women will
have the opportunity to select the
very newest and best apparel here
without the necessity of a visit
to Atlanta or New York, and with
the more rapid turnover of stocks
due to the shorter seasons, the
enerchants can mark their goods
at a closer margin or profit and
apply in a practical way the we'll
known business building maxim
"Quick sales and small profits"
with direct price benefit to the
women of Columbia as we'll as to
eut-of-town shopping patrons.
Nor is that all, much as the two
above mentioned results will help.
The city Of Columbia is the hub,
geographically, Of South Carolina.
There are numerous trains COM
ing into the city and going out
each day. Women from all over
the state and nearby cities in
other states can easily get into the
city, do their shopping and leave
in one day. They will come to
8 Columbia because they will feel
that they can get the best for the
best prices and that it is no long
er necessary to 60 to Atlanta or
larger cities for what they want.
Practically every merchant Of wo-
tho campaign and not. single one
has refused to show interest or to
gay that 1T 10 not good thing. Not
only will the women be pleased at
the tSea Of having spring. summer,
fall Gnd winter openings which viii
bring homo to them the very newest
a and best that is to be obtained In
y women's fashions, but 1t will also
mean that the merchants who here
tofore have done active business only
through certain months Of She year
will find their places Of business TAX
ling on new life and the overhead ex-
materially redaced by the volume Of
business done during the year.
The Columbia stores taking on ac-
tive part In the four season campaign
ot9: Smiths Helfrch, CaldWell's