Evening star., 1924-01-08
(DEMAND FOR MEMS /,
CLOTHES DRAGGING
Merchants Disappointed in Pride
in:Appearance" Campaign,
Now Being Pushed.
AUTOMOBILE rs BLAMED
AUTOMOBILE rs BLAMED
Millions Mortgage Revenues to
Purchase New Cars.
BY j. c. ROYLE.

Special Dispatch to The Star.
NEW YORK, January s. The
pride in appearance" campaign in
stituted' by the clothiers of America
to sell new suits, overcoats an6 other
wearing apparel to the men of the
country, is in full swing. but some or
the merchants are frankly disap-
pointed with the results. These men
say that there has been too much
stress laid on the fact that the men of
the country have spent their money
on other things than clothing and not
enough pains taken TO make the buy
ing of clothing attractive.
The automobile has borne the brunt
Of these reproaches. The fact has
been stressed that there are 100000
automobiles i'll service in the United
States whereas there are only 1000,
a00 people who file tax reports on in
comes of more than $4,000 a year.
This shows, according to these state
mentS, that at least 100000 persons
having an income of less than $40 a
week have mortgaged their revenues
Tor months or years to come In order
to own a motor car.
Clothing Campaign Slow.
Merchants. however. who have
watched the volume of business being
done by automobile statesmen 1T the
New York auto show this week, an
nounce freely that they Deiiet~ .hese
statements have simply advertised
the motor car, without arousing a
desire to buy clothing in the hearts
OF the male buying public.
one of the authorities of the Cloth
ing trade asserted today that men
wanted to own them and that they
had failed to respond to clothing
sales arguments because the buying
of mems clothing had never been
made a painless operation. Service.
or, rather the lack of it, is largely
responsible.
He cites the experience of one of
his acquaintances, who was attracted
TO a large New York store through
the extensive and costly advertising
done by a firm. only to be antag-
'"nized by inefficient and discourteous
service from salesman and failure
Of the company to keep promises re-
garuing alterations and delivery. This
man claims that in the last year he
has diverted more than $1,000 worth
Of business from this store. making
the clerk who waited on him one Of
the most expensive in the trade.
Turn 10 Women Buyers.
As consequence of these facts. many
clothing merchants now are directing
their advertising toward the female
members of the American family, to
whom they say the buying OF clothing.
even for others. has always been
JOY rather than burden, feeling sure
that if they can arouse a desire in
the feminine heart for an improved
temperance of the men folk of the
family. that fact will be Immediately
reflected in sales.
In spite of the means of the mer-
chants, however. activity in the
woolen manufacturing industry is
above normal al the present-time.
hot ell "A
cotton factories. This would seem to
indicate that people are continuing to
buy clothing with fair regularity.
despite the fact that cotton goods
the pre-war level, raw silk is high
above the pre-War figures and the
department Of Labor index shows
clothing prices 1Ol per gent above the
1913 average. Nevertheless textile
manufacturers face a perplexing sit
uation in regard to both raw wool
and cotton.
Textile Materials High.
Raw cotton is high and there is
evidence that the supply from the
rates of consumption until the 1924
production comes on the market. Raw
. wool producers are determined to
y maintain or increase prices.
1t is indicated that cooperative
wool selling organizati tions will be or
saniZed which will cover the entire
Pacific coast and Rocky mountain
group of states when the growers get
together at the annual convention of
the National Wool Growers Associa-
tion in Salt Lake City January %.
Preliminary steps for such organiza-
tions were taken at the recent meet
ing Of the California wool men.
These new organizations, it iS\ plan
ned, will be headed by members of
the national association, but viii be
separate from state or national or
ganiZations.
The Texas growers feel that pros
xpects for 1924 are brighter for rails
erS of sheep and goats than any time
for years. The heavy rainfall this
autumn has aided the ranges and
grass and feed have attained a more
advanced grown than for several sea-
sons. Lamb ,and kid crops next spring
should be very heavy, owing to excel
lent conditions during the breeding
seasons last year. Mohair production
is expected to be especially good, but
all livestock in that section is in ex-