The model stock plan

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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.

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Document type:: Monograph

Structure type:: Chapter

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

Collection:: Economics Books

DE LUXE GOODS FOR DE LUXE CUSTOMERS 73 their purchases of non-style goods will also be important to the store. As we have shown, the value of these free-spending, early buying customers is far less in their volume of buying and the direct profits we make on these sales than in the influence they exert in gaining us recognition as a high-class store that can be depended on as style headquarters for our com- munity. Even though the value of the de luxe trade sales volume is more obvious, the recognition as style headquarters is more important. To cite an actual example without names, a motion picture actress, famous for being particularly well dressed, bought, In a middle western shoe and hosiery store, $200 worth of chiffon stockings. Through the next several weeks its hosiery business picked up more than zo per cent, a gain that the management ascribed to the publicity given to the actress’ purchase. There is still another important advantage that the store can obtain from successful de luxe departments. De luxe customers buy freely just as early as the new goods for a season can be shown. This is obviously very useful to the buyers for the three full lines, for it helps them to determine which styles will be really popular in their store’s environ- ment. As we have already seen, people who buy at mass levels generally want articles similar to those of the society leaders and very wealthy people, the style leaders who constitute our de luxe trade. There are really valid reasons why the de luxe trade can be more efficiently handled—and, therefore, why it should be handled—in other classes of retail establishments than the specialty shops. The specialty shops have many serious drawbacks from the standpoint of scientific merchandising. Yet they go ahead making good profits if the taste of their proprietors is good enough. Because most of the de luxe specialty shop owners are by nature artistic and so proportionately temperamental, it seems to be generally believed that they cannot work in a large organization. There is this basis of fact in the idea:

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