PUBLICITY THAT BEATS COMPETITION 179 
As part of our regular interior display we may need to have 
» reasonably permanent place for the display of de luxe 
department merchandise in the full-line departments han- 
dling the same class of goods. Thus the customer who buys 
highest-quality goods elsewhere is directed to the place in our 
store where she can get as fine and as exclusive articles as 
any de luxe store can offer her, and at great savings. 
We can also make greater total profits for our Model Stock 
store by using some of the main-floor display space for interior 
displays of goods from upstairs departments. If in this way 
we tell customers effectively enough that there are unusually 
attractive goods upstairs, they will go upstairs. Thus we 
draw customers to the complete stocks on upper floors by 
effective displays on the first floor. 
It is to be remembered that the Model Stock Plan’s prin- 
ciples lead us to avoid harming our store by displaying on 
the first floor cheap goods which are trashy or in bad taste 
and which constantly keep customers from going to the upper 
floors for the finer goods for which they may have come; 
likewise, we must avoid displaying goods whose main or 
only virtue is cheapness in the aisles and departments that 
customers must pass on their way to the other departments 
where the finer goods are sold. This does not mean that 
it is harmful to show extraordinary values. But, partic- 
ularly at the beginning of the season, these extraordinary 
values should not be something that the department buyer 
merely happens to buy as a bargain. He must make it his 
business at that time to do a creative job of obtaining goods 
that will be real bargains in his highest-priced full line. 
We recognize in the downstairs display of merchandise 
from upstairs departments an inherent part of the Model 
Stock Plan, because it is an effective means of reminding 
customers how complete a stock we carry. Much the same 
idea—good circumstantial evidence that such displays are 
effective—is seen in the lobby displays of merchandise for 
upstairs shops in buildings given over to such shops. Also, 
many hotel lobbies and corridors have interior displays for 
shops in the hotel building. In Europe, and to a less degree