Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1922-04-11
HOWARD L. kRATZ
On the Value Of Window Display

VERY few persons who gaze at the elab'
'. crate display Of the greatest stores have
any idea of the amount Of time, study and
labor which enters into the preparation of
such decorations, says Howard l.. kratz.
head decorator of one of the largest COM
mercial institutions of the city.
"This is an age of decoration said Mr..
Kratz, "and in the last twenty five years
or so the art. or science. whichever you
prefer to call 1t. has completely evolution
lied. In that time it has made tremendous
strides in the development of artistic treat
ment by those who prepare the decorations
and at the same time it has had an equally
great If silent effect in the education OF the
public along the same lines.
1.-The day when a few articles Of mer.
chandise can be put into a window merely
on the chance that some one who wants to
buy those particular objects and will see
them and enter the store to buy them has
gone, never to return. The decorator today
must know every essential detail of the sub
ject which he is treating, and sometimes an
immense amount Of study is demanded be-
fore it can be treated either effectively or
intelligently.
Four Periods in Decorating
There have been four distinct periods in
the history OF window decoration. These
come within a time limit of not much more
tnun u VudEtcE VI u SShtuiS. hC hioS VI
these might be known as the 'cheesecloth
perod,' in which color was the main thing
sought. 1t Is called that because the color
background was nearly always constructed
Of cheesecloth. The objects to be displayed
were placed in front of this background,
and as the work was then in the early stages
Of its development, there was not always
very much thought given as to the most
effective manner of display.
This was Immediately followed by the
staff and plaster period, which was the
time Of ornate decoration. Rooms were con-
structed in the windows by means of plas-
ter, and the ornatencss Of the decoration was
in time carried to excess and the scheme
fell of Its own weight. Then came the third
or electrical period, when nearly all the
lighting. This was very effective for a
time, but the work Of the decorators had
been constantly growing better, and there
was n distinct tendency toward finer work
and n much more detailed knowledge of the
subjects to be treated. This involved re-
search and consequently less frequent
changing Of the displays and led the way
directly to the present period, which We term
the classical
This feature about which have just
spoken, the demand for greater knowledge
OF the subjects chosen and the insistence
characteristics OF the present day work of
window display. In our own store the com
bined length OF the bulks' as we cali the
spaces to be decorated Is more than a mile
and as the display Is changed once n week
In every one of them, 1t Is easily seen that
a great amount Of thought and labor is in.
volved.
Grew With Big Stores
"The window display art grew with the
development Of the department store. What
its value to the store is esteemed to be NAV
readily be seen from the amount Of valuable
floor space which each Of the great stores
gives up to its window displays esne.
cially when it is considered that this snnca
is ON the first or most valuable floor. Tbe
great stores also make some sacrifice of Iipbt
and air, as well as valuable merchandisInss
space, in order that the display factor maS
have ample room. OF course, n reosonohI.
amount Of room is demanded for effactiuo
display as well as a certain number of win
dows, ,And for these reasons the larger storos
are In better position to do this work we'll
than the smaller ones. "'''
1--WE are constantly working In the f,,trro
In the matter Of window display and deco
ration. We have our own rcsca rob iop
Oratory, where we make studies, propertIos
settings, etc, and In our case ot ioas,'
none Of the goods selected for window disnlo,,,
goes back into stock when the subject nr Ky
detail of the decoration is changed '.o
working in the future, ] may saw that no ,.o 10
plans for 1925. ''f'a'n
The matter Of this decoration. .. have