Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-08-27
RS CONVENTION COMING HERE SEPTEMBER H-I2
USE CLERKS AS MAN|KINs
FOR DISPLAYING GOWNS
Establishment Finds Women
Who Know Store and
Goods Preferable.

TIL" pretty dcll'' manikin is dead
Her day Is done.
A; least that IS the opinion OF the
folks Of l.. :. Ayers II Co. one of the
dig Indianapolis department stores.
From their own experience they have
pretty we'll convinced themselves
that ;he species is Obsolete.
There may have been a time ycars
ago SAYS Horace Ryan. advertising
manager OF the store, when the girl
who was simply pretty and nothing
more. had fair, chance to get by.
Su: nowadays Il takes something
more than n clear complexion and a
iair figure to assure success
The novelty OF the manikin has
worn off. Women customers have
become used to seeing apparel dis
played on the human form. To-day il
IS not enough merely to have our
goods shown on manikiu We must
go step farther and SEQ that the
gown, suit or coat is displayed cx-
actly right and with certain def
mite air OF distinction. The walk. the
carriage. even 50 slight a matter as
the throwing OF sash at exactly
IN" right angle is Of utmost i'm
portancc.
Several years ago executives OF the
Ayers store senssd the need for man
ikinS who were. 10 use Ryan's cx-
preston. "soms,hiuc more than
clothes horses So they set out to
ind just such young women and
train thcm in way that would as
sure pleasing exposition of the
merchandise
They started looking in the most
obvious place imar inablc-,hcir own
store. They are continually search
nG their sales force for the woman
who has what they term clothes
sense" and i; is these girls that they
are developing into manikins for
their rCadr-to- wear department.
The ordinary store model usually
earns little more than Il fairly com
petent salcssirl" says Ryan, but
the modern manihin OF the type We
arc developing is worth. and re-
ceivcs. Il splendid salary"
The stores star" manikin. Miss
Della Mae Hartley. has been brought
up" in the Ayers establishment
through several years of careful
training.
Miss Hartley wears our mos,
y ' a
explains but that is only a small
part of her work. She is continually
called upon To answer the questions
OF customers relating to materials.
designs. etc. TO explain tho origin of
a style. whether it Is an original or
an adaptation, and To counsel I'm tho
selection OF apparel that harmouiZcs
and blends in perfect combination
The model who simply psrades while
others talk is, so far as we are con-
ccrned. out Of date"
Strictly speaking. Miss HARTLEY
aud the other Ayers models are not
on tho sales force. They arr not
supposed TO sell anything. but sim
ply 10 SHOW an intelligent interest
in the customer. AS a matter Of
fact. however. they do carry sales
hooks and often show a good volume
OF business
Occasionally Miss Hartley leaves
thc third floor which is her home"
ana does bit of parading through
o'har departments. CARRIED in some
particularly striking costume. Thus
she often attracts the attention Of
customers who would not otherwjs,
see the creation. Many Of these
women are known to tho maniEin
ana IL is no uncommon thing for q
group OF them 10 stop her on ono
nf these parades and literally flood
her with questions about the gar.
nent or some accessory. This nat
urailN attracts the attention of tho
other customers. and frequently rc
suits IN what amounts To almost :,
smail-s!2c riot. each individual eager
:" put her question and reccivn :,
complete and sympathetic answer.