Evening star., 1934-10-14
Quality Promotions Take Place
of Buy Now" Pleas Made
by Stores Last Year.
BY JOHN A. CRONE.
Special Dispatcn to The Star.

department and speciality store adver-
tising in months. Unlike year ago,
there were few buy now" pleas, as
advertising stressed quality rather than
price.
Locally department, speciality, cloth
ing and food stores were jammed FRI
day, while other crowds hurried out Of
| the city for the last long week end of
the season or packed various sporting
events and theaters.
Clothing Takes Lead.
Clothing-men'S. women's and chill
dren's-bulked large in total purchases,
but all sorts of house furnishings. cos
metics, jewelry. radios and athletic
goods moved at a quicker rate than at
this season a year ago.
The Fall season is Just beginning
here, so far as mems clothing is con-
cerned, and clothiers were elated at
the volume of Fall suits and topcoats
Of the better grade that left their
shelves. Shoppers seemed to sense the
fact that fabric prices today are lower
than warranted by wool quotations.
They did not need to be told that popu-
lar priced merchandise, which was
marked up too fast last Autumn, is
quoted at lower levels than a year ago.
And they realized that there is not the
attempt today, as in the last few years.
TO push OF inferior workmanship at
low but not cheap prices.
Shirts met the most insistent de-
mand since early Spring. though sock
and underwear sales were only mod
crate. Gloves, hats and neckwear
experienced a call somewhat above
seasonal. Several stores that fea-
tured low-priced evening clothes and
accessories termed the response graf
flying.
Goats in Best Demand.
Coats enjoyed the best demand In
women's clothing, with fur and fur.
red garments moving briskly. Adver-
tls1ng stressed quality, style and de-
sign rather than price. Judging by
the way women examined coats, they
had an eye on requirements for the
next season or two, rather than
merely this year.
Light dresses, sheer crepe, satin
and velvet, which, thanks to the long
term Of mild weather, enjoyed an un-
usually prolonged season, gave way
to three-piece wooden ensembles and
| tweed sport suits. Blouses were much
featured, most of them with necklines
that favored the wearing of jabots
and costume jewelry.
Evening wardrobes, according to
leading Fifth avenue shops, are being
assembled again with all the care Of
pre-depresSion days. The more polite
observance of the social amenities, as
observed in purchases Of mems and
women'S evening clothes, fits in with
reports from novelty shops which have
| noted the best demand in several
years for items associated with enter
tainment. Purchases have included
special gifts and prizes, games, white
| table linens, glassware and chinaware.
Housing Drive Helps.
The national housing campaign not
only moved paint, putty, window
glass, locks, keys, hinges, pulleys and
similar small items, but focused at
tention on heating and ventilating
equipment and house furnishings.
Leading local stores reported the best
showing in house furnishings was
made by celanese taffeta draperies and
spreads, rayon curtains, damask table
cloths, turkish towels and mattresses.
Rugs, Oriental and broadloom, sold
much quicker than in any similar
period in September, though carpet
demand was only moderate. Furni-
ture showed a sharp squirt, but volume
was confined largely to occasional
pieces, such as chairs, end tables and
bookracks, though lower-priced bed
room and dining room suites improved.
Refrigerators experienced their usual
seasonal slump. Stoves were fairly
well taken and the uptrend in electric
washing machines, ironers and similar
labor-Saving appliances continued.
The rise of commercial loans in 81
leading cities for the tenth successive
week, bringing the gain to $308, 900
since July Is, reflects expanding busi-
ness. Borrowings by business went to
new 1884 highs in Boston, Chicago,
Philadelphia and st. Louis during the
week.
Failures Up in Week.
SO1111tlCIC IC4dl 1d1luIco QuTlIlB bLlC week
rose to the highest levels since mid
June, the. biggest gains being in the
West and South. Bank clearings re-
ceded to the lowest levels since August.
Where gains were recorded, compared
with a year ago, they were the result
largely of the removal of banking re-
strictions.
Industrial operations until this week
were at slower pace than is usual at
this season. Nevertheless, electric
production, rejecting the operation Of
larger number of textile mills, showed
a small increase over the preceding
week. Bituminous coal outturn ex-
panded sharply. Oil flow was reduced
almost to the point allowed by Federal
regulations.
Steel operations were up only frac-
tionally, but the trade turned opti-
mistic as a result of Washington ad-
vices indicating that durable goods
purchases would be further encour-
aged. Car loadings advanced, largely
as a result Of quickened coal, miscel.
laneous freight and merchandise move.
ments.
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