Evening star., 1924-12-25
CLOTHING DEALERS
CALL TRADE SLOW
Christmas Sales Under Last
Year-Big Special Drive
to Start at Once.
BY j. c. ROYLE.


Special Dispatch to The Star.
NEW YORK, December 25.--The
retail merchants of America, when
they started today broadcasting mes
saEes of good will, did not forget
themselves. And they are already
taking steps to make those good
wishes toward themselves and their
business come true. The holiday sea-
son, fine as the results turned out to
No, showed them clearly that even
setter sales might have resulted from
better selling. They have determined
TO improve that part of their cam
psigns for 1925. and the National Re-
tail Dry Goods Association VIII de-
vote its annual convention here Feb
ruary to Is to the outlining Of de-
yelopment Of better selling ideas and
methods .,
Executives sf the largest stores in
America viii ~>asult on sales promo
ton, sto.e management, personnel.
trafic and delivery to get more eff
cfent servt>s from their employees an6
pass 1t on to the public. A satisfied
customer is the goal in view. and the
last week las given them plenty OF
dissatisfied customers to work on.
Plans Big Clearing Sales.
Distributors already have outlined
II
sold stocks of clothing from their
shelves, which will begin tomorrow
In many towns and cities throughout
the country. The clothing business
has had a rather unfavorable year
This has been due to weather condi-
tons rather than to buyers resist
ance, although industrial depression
IN the Summer season undoubtedly
had contributory effect. AS the
year draws to a close sellers of mems
and women's clothing find their profit
and loss accounts standing about
where they stood year ago.
The years business has approx.
mated sales of s2.100. .00o,0 900 but only
a minor part of this huge sum Will
represent profits to merchants or
manufacturers, in New England, ner-
chants say their business has been IL
to 20 per cent below that of 1923 New
fork, Pennsylvania and MARYLAND
showed drops, but not 10 severe as
those in New England. and the same
applies to some OF the South Atlantic
States.
Report Return Way on"
Ohio, Michigan, Illinois and Iowa
dealers say their returns were :" '&ay
on Business was better than fair
in the South, while Kansas, Missouri
Oklahoma and Texas merchants had
volume of sales 10 to 20 per cent In
excess of 1923. Colorado. Minnesots
and North and South Dakota, Utah.
Idaho, wyoming and Nevada all re-
ported Improvement. as did Oregon
and Washington, and California was
not far behind.
The volume of Christmas trade did
much to help merchandising in gen.
eral, but clothiers complain that buy.
ers turned to luxurfes rather than tc
wearing apparel in late weeks.
Buyers Resent Clothing Prices.
Clothing prices have remained reIa-
lively low. owing to stid buyers re-
sfstance, in spite of increases in some
raw materials The average price
OF mans ready made suit for the
entire country is placed at 1868 In
the East the average rose as high
as $3.50. while the figures for the
South were s46.65. for the North
$3.50 and for the West sI. Average
prices of mems hats were $3.50 for
the South. s3.92 for the West, $342
for the North and 1925 for the East.
with grand average for the Nation
of $4.27. The price the average man
pays for shirt is $3.50. and for .
pair OF shoes s7.s1.
Higher Prices Predicted.
Win an llnpI oNeu OUTLOOK In most
industries. the clothing trade looks
for decided betterment during 1925.
With this Improvement, higher prices
are predicted, but the response to
cut prices and heavy advertising will
insure that the clearing of old stocks
of Winter wear in the next few weeks
will not exhibit the latter tendency.
Wool prices still are on the increase,
and manufacturers point out that
worsteds have been cut to 10 per
cent under 1928 price levels and that
further reductions are highly prob
able.
The number of neckties and shirts
given as Christmas was tremendous,
but this is not expected to affect
post-holiday sales. In buying for
others, men saw goods they wanted
for themselves, and there is every
probability that they will buy them
in the next few weeks.