The Rock Island Argus and daily union. (Rock Island, Ill.) 1920-1923, 1922-08-17

wax models stay When they are on
duty, is an interesting part Of I
store rarely seen By \
shopperA This room, on the ton
floor or in some out Of the war
part Of the establishment, is like 1
glimpse behind the scenes In
theatre. As Z matter Of fact, the
display windows really are minia.
tufe stages, set with scenery, fur.
niture, draperies, and other prop
critics similar to those used in the
theatre.
One main difference is that In
show windows the touches that
make one inhabited room unlike
another are rarely used. The little
things that lend realism to a stage
scene would distract the attention
of window shoppers from the arti-
cles featured in the display.
Another difference between the
Theatrical stage and the shop
window stage 10 that the shop win
dows are subjected to close scru-
tiny. Flowers used for window dec
Grafton are usually silk where for
theatrical purposes cheaper and
more durable materials might be
used
Properties for Show Windows.
Special firms make properties for
shop windows. All sorts Of ingen-
ious racks, stands, baskets. posters,
lamps and wall decorations are
turned out specially for the display
trade. These things may be seen
in colorful profusion about the
property room. Some have been re-
gently used and not yet disposed Of
or stored away. Others are prop
critics purchased for fall displays,
and supposed to be the latest nov
city.
Long shelves of boxes contain
flowers Of every variety suitable to
decoration. Another neat row Of
boxes holds the members Of the
wax heads in the glass case One
box is labeled "arms to straight
standing girl; ahhther, extra arm
to sitting blonde" The extra arm
which makes the sitting blonde
sound like a circus freak is pro-
vided to enable her to take an al
Tentative pose.
The whole room Is partitioned on
and devoted to composition head
less models in assorted sizes. These
are used in hot weather and for
displays In which number of fig
ures are used. The wax models are
saved for special displays, such %
those in which some lifelike scene
is reproduced. ~
All sorts of effects and devices
are used in this advertising, but
the waxen ladies are as good an
example as can be found to show
the expense. thought. and psychol-
ogy that go into the shop windows.
An Advertising manager for q de-
partment store tells US that show
windows are an extremely import
ant part Of a big stores advertis-
ing.
With the exception of about az
weeks in the year, this store uses
its windows entirely for prestise
In other words the windows that
surround the entire first floor are
devoted to creating an impression.
The most beautiful and newest "
ticles in stock are exhibited against
!, harmonious settings, and the ped
estrian carries away an impression
| of luxury, comfort, and charm,
which he or she associates in fu-
ture with that particular store. In
cidentally, of course, striking
blouse or the newest hat may carry
the feminine shopper inside and an
immediate purchase may result.
The department store that adver-
tises for prestige arranges its win
dows chiefly to attract fastidinus
women shoppers. Clothes. attiae-
tive house furnishings, and small
accessories are the most frequent
displays. Kitchen ware, for in
stance, is rarely advertised in ihe
windows, because women use only
a certain number Of such things
and buy wien they need them.
! On the ether hand, woman Is
rarely sure that she has enough
| clothes, or if by chance she does
have enough the changing styles
keep her interested in new things.
/, For this sort of advertising wax
models are especially important.
They show exactly how the new
styles will look in action, and they
always appear so blissful in their
new clothes that they exert a pow
erful influence on the window
shopper.