Evening star., 1924-08-02
RETAIL TRADE GAINS
BY SUMMER SALES.
Clothing Business Now Close
to Last Year-Better
Underwear Demand.
BY J. G. ROYLE.
Special Dispa tch to The star.

6pSciAl tcn 10 Iue StAf.
NEW YORK, August 2-Retail
trade is briskening UP. This trend is
apparent both in the larger cities
and in the rural sections and is due.
many distributors believe. N much
to a more cheerful state Of mind on
the part Of consumers a. to improve
ment in the agricultural situation and
the financial condition of farmers.
The public buys because 1t wants to
buy not because it has to buy. many
merchants assert. This stand is sup
ported by the psychologists and ad-
vertising experts, who claim that 80
per cent Of purchases made are die
tated by instincts and emotions rath er
than acute immediate needs.
New York merchants gave confirm
atory evidence to this theory today,
declaring that their sales had mate
rally improved in the last 10 days
since the taxi rate war had brought
some cab fares down to a 3o-cent- "a
mile basis Woman shoppers, they
said, we're anxious to take advantage
Of the bargain rates and made shop
ping excursions supply the destina-
ton,
Clothing Trade Improves.
The clothing trade. which was de-
clared by pessimists to be so dead
that the funeral could not long be
delayed. is beginning to show renew
ed signs of life and compilation Of
totals after the mid-year inventories
indicates that, in general, the volume
able with that of the corresponding
period Of last yaar. July apecfal sales
in most sections have been productive
of excellent business.
Just at present elothiers are de-
batting whether the widespread popu-
trousers has been a benefit or q detri-
men to them. Some take the view
that the purchase of pair Of knick-
ers has eliminated for many the
necessity Of buying a whole light
that the vogue for knickers and nan
mel trousers has been q life saver to
the trade this year in view of the
long delayed arrival Of warm weather.
More Color DESIRED.
Manufacturers and ciothiers who
have got together on the trends which
probably will instiN the desire II not
the necessity to buy into the bosom
vocating more color judieiousiy ap-
Piled" They say the desire to break
away from the somber ana conserva-
tive fabrics of past years made its
appearance last Fall with tho blue
gray colorings and that the demand
throughout this year.
Underwear manufacturers who
have been complaining of small orr
ders have found that a good portion
of the expected business has come to
them in recorders. Stocks in the
- ~cflls A lApa npa
and both makers and retailers are
Watching closely the trend Of the
cotton market, since that raw staple
composes q good portion OF the gar
ments which cover the wide exDAnSe
of American skin. Mills ara now
Fall production schedules and jobbers,
realizing thia, have begun to order
FAN requirements to aasure prompt
deliveries.
Shoe oatput VERY Lew.
Shoe production now 10 at . lower
point than q year. ago. but to some
extent this Ia attributable to the
lessening demand tor the fAncter
models and colors In womsn's shoes.
The call for the sturdier and more
ns sroshson ssylso nnns manufsesur:n:
are determined to help zoUt this
movement by combining intense ssll-
ing with a campaign Of cooperative
advertisinE such ~ has proved ad-
vantageous IN other industries.
SILK production 10 moving steadily
ahead and In this material also the
emphasis placed on new colofings is
apparent. One manufae-
turer declares that the day has pass
ed when ten or even twenty colors
sulface to meet the demand Of the
modern woman. An extensive range
of colorings is necessary and many
makers VIII include from 7S to 10N
shades In their Fall nroduction.
Among the new tints he declares,
will be cstrine, = lemon yellow;
Titan sand. banans, aPtichoks. chow,
cedarwood and the clay tones known
N, canyon, MojAve. and mesa. Each
maker has. his own names, whjch 19eN
even more varied than the oolora, Ind
A0ericaA dye manMfa0turaH6 arei
veskinG night and ~ - kssp paAa
With AoRAn4. ~ 1879 ~.