The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1922-11-25
CONSUMERS REACTING
AGAINST CHEAP CLASS
Or MERCHANDISE
Local Retailers are Wei Sup
Piled With the Better
Grades Prices Always
Right


~ low price. regardless of
quality has passed apparently
and the trend nuv j. dcfiniiel,
toward 80 expanding volume of
The better grades ~ goods
10 some retailers this ehhrre
has come about as q distinct sat
Prise and many IT them frankly
admit ihht the development has
oaughi them unprrpared. with
sufficient stocks 70 meet The new
demand for higher grade merch
andise. and with inventories ~
lower grade goods that loom
heavily AZ present
What is happening. according
20 one keen department store
executive. Is that trade Is once
more returning 20 is accustomed
grooves
There viii always be a sale
Tor a certain amount Of low
grade goods. Tor medium grade
goods and for ne best that can
be produced IN any given line =
Be said The BIG economic up.
heayal threw the burden ~ dc.
mand out AZ gear Literally
millions Of people were shifted
from their accustomed economic
groove. and this was reflected
mighty soon Ia the character az
demand as registered with the
stores There WAS a big shaft in
store patronage hy that ! mean
people who were trading with
one siorf or a group ~ stores in
q certain class suddenly fourd
themselves richer or poorer and
So sought other places with which
10 deal a perusal N the charge
accounts ~ amy store in New
York Will show that Old custom
crs dropped off and new ones
wcfe added With tho gradual
ffadinsiment oi business and The
sinking and rising ~ people 70
their accustomed levels. trade Is
once more rcsuming be normal
aspects
Pendulum Swinging Back
4 year ago. when depression
had about reached rs lowest
point the chief sahjeci Ia mer.
chandislng circles was price
Even the stores that catered %
the eo.ealled wealthy classcs
wcra handling some merchandise
~ low quality and low price in
order 20 keep np their volume of
trade Some stores went farther
than others in this direction a
few sieadfastly refused TO lower
their aualily standards and snf
frred from u lack ~ volume
The pendulum according 20
leading merchants. il now swing
ing aaeh the other way largely
rs = result II tho public dissaiis
faction with poor wearing mer.
chandise
That this situation Is not local
~ New York. bat country wide.
was viyidly Illustrated hy the
conversation that ensned last
week. when the vice president 81
shoe manufacturing concern up
tate. met the general manager ~
the retail stores Of another large
high grade shoe manufacturing
firm that refails It's own product
a. a large extent
How do SOU find business =
said the New Yorker 70 the up.
slater after Tho introduciions
were over.
u seems 70 Dc RetinT heiffr.
was tho reply After q slight
hesitation b. asked "f'd like
70 ask you q personal question II
you don't mind "
Sure. 70 ahead "
Well, I wonder how you poo.
pie sre getting along On your
cheaper grades. the shoes you do
rot make yourself, the ones you
hsy n sell ~ lower prices than
those yon produce yourselves
Say. that's . point ! want 20
ask you about IN our stores we
have noticed that our shoes are
selling well. better than last year.
IN fact. while the sales of our
cheaper shoes not made in our
factories are falling behind
Same Trend Everywhere
That IS exactly our expert
ence." said the up-stater. II
had as worried for a while. and
Ne eoufdu'f .xnlafo n 0ur