DE LUXE GOODS FOR DE LUXE CUSTOMERS 79 
Moreover, we can afford to send him on buying trips to 
Paris and other style centers more frequently than his little 
shop could afford. We shall almost surely have competent 
buying representation in the foreign as well as domestic 
centers of style, which will, again, relieve him of much time- 
absorbing detail. As added buying leverage, he may count 
on the much greater eagerness of style creators to cater to 
his needs because he is part of a large store organization 
which is a far more important customer than any single 
specialty shop can be. 
Is it not by now clear that our de luxe departments will 
have every strength of the separate specialty store and few 
of the weaknesses? 
When we bring the small, successful specialty shop bodily 
into our large store—for this is essentially what we are 
doing—we shall probably do well if we do not discard the 
trade-mark advantage of the small shopkeeper’s name. We 
shall, of course, want people to think of our de luxe depart- 
ments as distinctly of our store, but we can probably profit 
most by using the style expert’s name in conjunction with 
our own. If our store is the Jones store and our de luxe 
women’s apparel department is headed by Elise de Paris, 
our de luxe label might possibly have some such form as 
“Jones Store Elise de Paris French Shop.” Of course, our 
de luxe departments should have distinctive labels to identify 
goods as from these exclusive sections. 
The de luxe lines will give us an otherwise unattainable 
goodwill in respect to style goods and, consequently, staples 
also. This goodwill is bound to bring us far larger sales in 
our three full lines of these goods. For the average customer, 
even if she can afford to pay only $25 for a street dress, 
likes to have in her garment the label of the community’s 
style headquarters. No other single method will be so 
important in increasing our bulk sales of style goods. Even 
for staples people like to have the truck of the leading store 
deliver to their homes rather than a cheap store’s truck. 
Recognition as the finest store in town for styles gets us 
a great deal of profitable business that has nothing to do with