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 XII. Publicity that meets and beats competition

Collection:: Economics Books

PUBLICITY THAT BEATS COMPETITION 175 The Model Stock Plan takes much of the guesswork out of such checking, for each article displayed in a window is part of a full line in the department’s stock. So when we use the Model Stock Plan, even though the window may not have a price in it, we can check it back by ascertaining the total sales of the Model Stock line that it represents. Of course, all of our publicity is important, as it shapes the whole impression that customers get of the business. ~ And, of course, this is particularly true of windows. What we show in our windows will be partly styles above the highest price line, in accordance with the principle of not letting our competitors put on more “front” than we do and also to give our de luxe departments a chance. But our best and most profitable results from our windows will be when all of our windows give the impression of extraordinary completeness at the three prices, the completeness made possible by the Model Stock Plan. If we have any trouble in comprehending this, we can easily get the idea by trying to analyze the impres- sion made on us by Woolworth’s windows, or Grant’s, or even those of the single-price shoe stores. Our windows can make a similar impression of unusual values and unusual completeness if properly handled: but the strength and value of the impression can be tremendously increased because higher-priced goods give us so much more latitude than do lower-priced goods. There should be no haphazard showing of bargains in our windows, even if it is true that the bargain in itself would sell goods. Goods should be shown according to the Model Stock Plan and its calendar requirements, not the right goods at the wrong time. Of course, no store or window display man intends to show goods at the wrong time. The Model Stock Plan helps attain better results because it gives both the executive and window display men definite rules and measurements by which to avoid the common errors in this respect. A window may show goods marked so attractively that it will sell a large volume of these goods. But this may not be and, probably, is not the best use of that window. It may be

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