The model stock plan

Bibliographic data

Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Chapter V. De luxe goods for de luxe customers

Collection:: Economics Books

72 THE MODEL STOCK PLAN makes for the greatest total profits in any department that must depend primarily on the sale of quantities of popular styles or staples at popular prices. There are some other very real advantages on the side of the specialty shop. Let us consider a women’s apparel shop of this type. In such a shop, alone of all retail establish- ments with any pretense to style leadership, the owner per- sonally buys all the goods. He, or she, buys not only the dresses but also the hats, gloves, shoes, hose, handbags, everything. Consequently, the stock in the shop has a uniform standard of taste. The customer who buys here all the different parts of an ensemble attains a harmony of costume, because all the goods were, in the first place, chosen for the shop by one person. Even if the shop owner has taste that deserves only a 75 per cent rating, at least everything in the store achieves 75 per cent of perfection, and the shop gets and satisfies an adequate number of customers who are better suited by 75 per cent taste than by 100 per cent. Contrast with this a department store where the dress buyer perhaps merits an 85 per cent rating on taste, the hat buyer 65 per cent, the shoe buyer only 50 per cent. The customer who tries to buy an ensemble here emerges with a first-rate dress, a mediocre hat, and questionable shoes. Since the same variations may be true of buying ability as well as of taste, the difference between specialty shop and large store is further magnified. Yet any store large enough to make a bid for the de luxe trade has definite reasons for wanting this trade. The most obvious, although ultimately not the most important, is the volume of sales it represents. De luxe customers are the high-income individuals who buy very high-priced merchandise in liberal quantities. Not only do they spend more money per article purchased but also they purchase more articles per capita. Half a dozen such wealthy cus- tomers, if we can hold their regular trade, may spend more money with us than do 25 or 50 of our average customers who buy principally at the best-selling full-line prices. And

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