I12
THE MODEL STOCK PLAN
are such big sinners in this respect that it is hard to tell which
is the greater. People want style, but they want style and
good taste at prices they can afford to pay. Adding needless
new styles increases the already excessive wastes.
Instead of trying to create something different when competition
has reduced the profit, we should restore that profit by
conquering some of the wastes both in ils production and
distribution.
If, instead of chasing the rainbow profits expected from
originating needless new styles, we work together as producers
and distributors to eliminate waste from the production
and distribution of the particular article under
consideration, we shall be able profitably to reduce the price
still further, thus increasing the demand and restoring a
proper rate of profit.
Tt is just such a process that makes possible mass production
of an article. What is more important to us as merchants,
by following a policy of this kind we shall find
ourselves engaged in mass distribution. And this must, if
adequately done, send us squarely into the middle of the
stream of prosperity.
Trying to originate new styles to avoid meeting competition
resembles the antics of a waterbug in a river. He knows
nothing of the real force of the stream that is carrying him
along and determining his future. Instead, he goes around
and around in a tiny circle, under the delusion that he is
really determining his own best course.
Now, then, how does all this fit into the Model Stock Plan
and its usefulness in keeping ourselves open to buy new
merchandise? It does so in this way:
If we hold our minds to the basis of service to the customer,
we avoid all conscious substitution of styles for values. Likewise,
we refuse to buy such artificially stimulated styles and
thus help to discourage producers from originating them
and thereby gain the valuable reputation of offering more
really good styles.
Each new item that we add to our stock we add only
because it belongs in our full line at a definite price. Itmust
