The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1921-07-09
Topeka Shoppers Not Afraid to
Turn Down Goods.
They Are Leading Factors in
Buying Hubby's Wear.
DRESSING THEIR men, NOW
Wives Refuse to Let Stern Sex
Look "Run Down."
A Man Buys an Umbrella Only
When 1t Rains.
By LOIS RoRINErrE.


"a woman will buy an umbrella on
a dry July day when there's not even
q fleecy cloud in sight," said a mer-
chant of one of Topeka's mems fur
nishing stores. But a man couldn't
be induced for love nor money to even
look at one unless the sky was leaking
bucketfuls-and even then. while he's,
waiting for the change he'll furtively
glance out the door to see IL it's sttH
raining-and his hesitation about tax
ing 1t always varies in proportion to
the lull outdoors.
"A woman is by far the best fudge
OF merchandise. She never buys an
article just because it's cheap, but be-
cause she's getting her moneys worth.
You can't sell her something she
doesn't want like you can a man. She
has the courage of her convictions
Not long ago a man and his wife came
in and were looking at something.
heard him whisper to her. Well, now
that we're in here, let's take it, No.
she answered in a decided manner, II
it's not what we want wen go till we
find it, We've found that you can
never humiliate a woman into taking
something she doesn't want-ehe'll
always look farther
did you know that a woman has
some say-so either at home or at the
store in over 20 per cent of all the
mems clothing bought? Short hours
Of the stores have made 1t so that
women have to buy their men folks
neckties, underwear, shirts, etc.
Yes, 1t is blessing. A man would
be sight If left to himself. He'd go
till his clothes fell off If WHEY didn't
take him downtown. lead him into a
clothing store, and keep on insisting
that his old ones were too shabby until
he gave in.
Women Dress Men.
"As a result of the woman taking a
hand in the matter, the man OF today
is better dressed than ever before. 1t
takes a woman's artistic ability and
taste to make everything look Just
right and harmonize. It's taken thirty
years for men to learn how to wear
lightweight clothes and they're just
beginning to follow women in dress.
/. e.. dress for comfort and not wear
a winter suit in July. No matter what
people say, women are not frivolous
they're merely sensible and artistic
and use thought on their clothes.
"Most men have nttle or no idea
about what to buy and when to buy It.
Just the other day a prominent doctor
| of the town came in and told me that
! his wife had sent him down to get
| some shirts. She'd said his old ones
were all gone. I showed him a num-
| Der and in few minutes he'd bought
seven-four of which were absolutely
idential. But. DOCTOR I said. your
wife will never let you keep those four
| just alike. 1 know women He re-
piled that he liked that pattern. so
why shouldn't he have four of them
| You may like them, but she'll never
let you keep all four of them. She'll
send three of them right back in
sisted. But he wouldn't listen to rea-
son. In the morning, no sooner had
the doors opened than in walked Mrs.
Doctor with the three shirts.
You know it's fascinating to study
! people-their whims and idfosyncra-
sizes. Another thing we have observed
i'm every community there are con-
sentative buyers. people who never
buy only when the price is just right.
These individuals haven't been buying
anything since the war and the H. C.
L. They've been waiting for the
slump but it hasn't come yet-and
you know even cast iron wears out
some time-let alone clothes. In the
last six months. necessity has forced
them to hunt up the clothing store
again. It's with these people In view
that we're laying in our stock now.
Merely one Of the illustrations of the
! psychology of business"