[20 
THE MODEL STOCK PLAN 
is largely eliminated. Our customers more and more show 
their decided preferences. Some of the pure guesses of the 
first showing become certainties. We reorder, and we 
reorder correctly, because customers have indicated their 
choice. What they choose may differ from what we would 
personally prefer to have them choose, but a good buyer 
never forgets that he is not buying to please himself, 
I have never heard of a better guide for buying than that 
just outlined. Let us approach our buying humbly. Be 
cautious. Test demand. Correct our guesses by the daily 
evidence of customers’ preferences. 
Along with other merchandise at our first showing we 
should have some lines in which are included a fairly large 
and a complete range of sizes. Perhaps that seems, at 
first glance, to contradict the conceptions of first-showing 
buying already expressed. In reality it does not. An 
investigation of demand and—in style lines—of style trends, 
will show that certain styles and kinds of goods are wanted 
year after year by certain types of customers, with perhaps, 
at times, small modifications. 
So much for some of the principles that govern merchandis- 
ing at the time of the first showing. Now, how can we deter- 
mine the date of it? The following definition may help: 
The first-showing date is that date when we decide to 
show our customers, in our windows, on the sales floors, 
and in the newspapers, the new styles of the coming season in 
adequate quantities. The final three words are very impor- 
tant. As early as possible and from week to week we should 
show small lots or single pieces of new styles as they appear, 
simply in order to be the first to show them. This may give 
us an advantage in competition and add to the prestige and 
goodwill of our store; but it does not constitute a first showing 
for an entire class of goods. It is only when we show a reason- 
ably adequate range of the new styles in fair quantities that 
we have a genuine first showing. How do we determine when 
to make it? 
The earlier we are able to show a reasonably complete 
line of novelties, the more time we shall have to get our