Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-11-05
WOMEN's STYLE CHANGE
HAS EFFECT ON BUSINESS
Revolution Eel, Throughout
Many Lines by Revision
of Fashion.

CHICAGO. Nov. 1.-THE tremen-
| dous effect upon the business Of the
| entire nation of the ever Changing
| styles. which women effect, il
probably little appreciated by the
average man or woman ~ even by
many retail merchants. The rami-
hca'ionS OF change from the shorI
skirts to long skirts. for instance.
extended clear through from the re-
tailerS To the WOODEN and worstcd
goods market. to the silk goods mar
H"i. TO the Yokohama raw silk mar
ke1 and. taking another direction. to
tho cotton fields OF Georgia and
thence. in st'll another angle. To the
Montana sheep ranches This was
by no means all. Wall street was
interested from the standpoint of
financing the network OF industry
affected.
But changes in style OF much less
Importance than change from short
skirts TO long have remarkable ef-
'ects on business. The possibilities
arc FAR too numerous even TO be tab
ulated. But the subject was recentIy
discussed with more than usual in.
sight by l. p. Schroeder. head of a
larSe Chicago wholesale dry goods
house. In an address 10 his sales
men. In particular. his remarksap-
piled to the turnover" OF wash
goods.
Early Sales Determining Factor.
Successful turnover in wash goods
~ dependent upon recognition Of
int"rseasonai" style developments
said MIR. Schreiher.
The spring season is no longer one
continuous period OF sheer good,
selling. Mr. Schneider argued. but is
now divided into three distinct
periods which he enumerated a.
follows:
"Firs,-,ne early ss,es-on IN.
n@''er' more fashionable thing
which appeal TO buyers e means
ami who always trade in advanc. Of
the masses
S"cond-The sale OF more popu
ar priced lines. naturally sequences
or the early successes. reprod,,csd IN
domestic makes
Ihird-Hot weather salce-for the
masses. usually simmerinC down q,
price proposition. hut wcavcs and
stFies always are dependent unon
IN" development OF the frs, two sal.
periods" '''e
Tn" experience Of the mast ve,r
particularly with ra,in.s nnJ voIi..
substantial" tho souudness a., ,b.s.
IDEAS, Mr.. Schroeder declared.
our first showing" he pointed ont
consisted largely Of French ratines
h'"in and fancy. which. due 10 rad
zeal departure some of our trad.
either passed M as poor buy or
hou.ht with more or less reluct-
ance
What really happened Tho con.
Stunning public bought Their. fabrics
on tremendous scale all over Tho
1,
."unt'F' beginning IN January and
gong strong ut this lat" date.
early Showing Seasons Test
rs result Of this early business
We had the largest development ON
domestic ratin"-plain and fancy
II" country has even known. with
lots OF calls at this date, but almos,
rothing is available.
II proves cunclusivelv that Tho
carly showing was truly rcsrnnsihIe
for I'll" demand. but the carly show
ina IS The real test and actually de-
c'd"s fashions tendencies for the
retailer"
The situation in wolfe. las, season
- negative illustration Of this fac,
Mr. Schr"iher stated
Printed voiies-long looked uno,
as stapl"-wcre offered early a.
the wanted fabric and Won saw
them featured by many good re-
tail"rs.
fv III" time tho weather was ia
N"rahi" for real sales-months after
they laid In tn" retailers stock-wc
and other aggressive concerns Of
Tered tho highest grades 10 retail al
20 cents and 3? cents
Here Is mistake retailers re-
pca'ed three years IN succession.
buying late seller for early deliv-
cry. Money SO invested would have
turned many niece OF ratine, pro-
duCed good profits.
The corrective method Is very
simple. out one must give the same
careful thought to wash goods Sc
Iections as he would to coats. suits
or dresses. where fashions demand.
must ne met. 10 make quick turn
overs"
High school PLAYER Dies