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