RUSH FOR COLOURED TOWELS

Dominion, Volume 37, Issue 260, 31 July 1944, Page 4

RUSH FOR COLOURED TOWELS

Commissioner Blames Retailer INTENSIVE ADVERTISING TECHNIQUE “My attention has been drawn to an unusual situation that arose concerning a Christchurch retail store,” said Mr. F. R. Picot, Commissioner of Supply, on Saturday. “According to the Press story the impression was given that the limited,supply of coloured towels available was a result of the Ministry of Supply refusing to grant licences or to sponsor the purehtrse'of greater quantities. Actually, the position was that no towels of any kind were available from the United Kingdom when efforts were being made to build up depleted stocks in New Zealand. “The retailer who experienced the rush and who expressed disgust,;really has no one to blame but. himself for what happened,” continued Mr. Picot. “He had a plentiful supply of good towels but he elected to feature a particular small line of coloured towels. These he displayed for one week with an. accompanying intensive advertising stunt reminiscent of the old ‘end-of-the-season’ bargain sales. One line is offered and featured to attract customers. This is one of the most con-monly-used methods of stimulating business, and it does not need a commodity shortage to create a situation such as that reported in the newspapers. “Here we have a retailer deliberately setting out by unusual and extraordinary methods to build up a state of affairs and then, when he has sucessfnliy appealed to the public and secured the psychological reaction he desired, describes it as ‘disgusting’ and attaches odium on the Minister of Supply for the scenes at his shop. Quota for Towels. “At the request of the United Kingdom Government the Ministry of Supply approached the United States seeking supplies, and after negotiation these were forthcoming; but though we requested a high proportion of coloured towels we have not received 1 any coloured lines. In this connexion one Salient fact must not be overlooked. New Zealand, in common with the other United Nations, is on a quota basis for cotton and cotton-piece goods, including towels and towelling. “After we had procured a sufficient supply to meet our immediate needs from the United States some United Kingdom manufacturers recommenced the manufacture of towels. Because of the quota restrictions it is absolutely out of the question for any further sponsorship to be given for the importation of towels or towelling meanwhile, in view of the present adequate supply iu the Dominion. “If all our quota was taken up in this way other cotton goods just as essential to the public well-being would not be available. The altered position iu the United Kingdom does not change the position one iota. We have been at war for five years and the supply position is abnormal —it could not be’otherwise. “Any allegations that towels were available from the United Kingdom at the time these orders by the Ministry of Supply were placed in the United States is absolutely contrary to fact. Though quantities have subsequently bepome available from that source it would be an absurd policy to obtain excessive stocks of one line and thereby deprive the general public of many others that are equally essential.”

PRICE MARKED DOWN

Retailer’s Action (By Telegraph.—Press Association.) CHRISTCHURCH, July 29. Further conflict is brewing between the retail store at which a towel rush was staged this week and the Ministry of Supply. This morning notices appeared in the windows of the store announcing an increase by the Price Tribunal in the price of white towels. Displayed in the window are two towels, both priced at 17/6 in compliance with the Price Tribunal order. One towel is claimed to be 274 per cent, heavier than the other. The manager of the store said this morning that these towels were the same as those which were originally to have been sold at 15/- a pair, but the price had been suddenly increased by the Price Tribunal. He had made a check and they were the same as the towels in his window.

The retailer has marked out the Price Tribunal price and has priced the heavier towel at 13/11 a pair, and the lighter one at 12/- a pair. This, he said, would mean a direct loss to the firm, but he considered 17/6 an exorbitant price to charge for any towels.