Evening star., 1923-01-07

PPRECTATION OF and conf
~ dence in American aims and
~ methods. with an abiding
trust that American brands
mean dependable quality, must be de-
veloped throughout the markets or
the world as the surest basis for in
creasing and stable foreign commerce,
according to oficials Of the Depart
ment Of Commerce who have been
giving intensive study to foreign
trade policy.
Selling the house before attempt
ing to sell the merchandise Is recos-
nized as good business by most
American manufactured" DR.. julius
Klein, director OF the bureau OF for
eign and domestic commerce, en-
phasizes. He points out that In pur-
suance of this policy before statesmen
are sent on the road they are trained
and schooled in impressing upon their
customers the reliability OF the con-
Germ represented.
"In foreign trade it is equally de-
sirable that the nation should pc
sold" says DIR. Klein. No matter now
we'll a trade mark may be known II
is always associated in the mind OF OF
the foreign buyer with the country III
which the goods are made.
Some foreign countries have real
lied this" Dr. Kleins study mas
shown him. and they have gone 70
extreme lengths in endeavoring 20
create the feeling that articles mads
in that particular country were good
merchandise simply because they
were made there" The officials OF the
Commerce Department believe that is
going too far; but insist that there Is
a certain value to all Americans IN
tries 20 know more about the United
States and to understand Whst tnls
country stands for in the INDUSTRIAL
and commercial world.
X n " X
One important factor IN disseminat-
ing this world market understanding
is through motion pictures. which
visualize our large factories making
enormous quantities of goods ana
which show how careful these fac
tories are in their tests and exact In
their measurements. Trade journals
published In this country and circu-
lated among foreign buyers which
tell of our industry and commerce
and which explain our motives and
ambitions, are recognized by govern
ment oficials as valuable mission
aries, which make easier the path or
every American travelling salesman,
The drive being made within the
textile industry for better branding
and better labelling OF American
textiles is an illustration OF the many
industries that can increase their own
foreign sales, while at the same time
bettering American overseas COM
merce materially by making the
American trade marks stand for de-
pendable quality and guarantees
honest materials, workmanship ana
quantity.
For years the manufacture and sale
of American textiles has received real
impetus through the organization
within the several textile industries
and trades OF representative and EN-
cfent trade associations. according to
Lincoln Cromwell, who has made a
special study of this question at the
request of the Department OF Com
merce. The Textile Trade Association
is not new in America, for probably
the Oldest trade association in the
limited States is the National Asso-
citation of Cotton Manufacturers, es-
tablished in New England in 1854,
American textiles have been sold In
1.-THE world markets by brands and
labels for generations. Their trade
has prospered mainly through the
consistent maintenance OF well re-
garded regulations for quality and