TOPICS FOR TRADESMEN

Lyttelton Times, Volume CXVII, Issue 17394, 3 February 1917, Page 13

TOPICS FOR TRADESMEN

[From Our CoxaEsroNDEXT.] PARCEL POST IMPORTATION. LONDON, December 2. Retailers will bo interested in the latest ruling by tho Restriction of Imports Department Board with, reference to parcel post packages. The British Music Trades Industry Committee recently submitted a query to the department on the subject of the importation of prohibited goods by parcel post, and it has now been officially stated that such articles, when dispatched in the manner indicated, are not stopped, because such a course would involve He parcel post, and cause much incorn,menco. It is not, however, intended that the parcel post should be used tor importing goods which would otherwise be inadmissible, and if it is freely resorted to for that purpose some action will have to be taken by that department. In view of this pronouncement by the authorities, traders desiring to import by parcel post in the future will be uUI advised to 'first obtain the necessary permission. AN ATTRACTIVE SIGN. One of the most interesting developments of the animated picture idea is the production of a itrilaugly attractive sign for shop window or stone liuenoi \<*n. 'J lie UfVit-o is a Cicvor one, .in.; to all outward appearances tho sign, when not in operation, cons.ist.iOt a.i ordinary picture in a frame. When in use, however, the picture becomes animated. It a scene on a city street is shown, for example, a sign on a shop building within tT.e view is illuminated, and stands out as strongly as does an illuminated sign on an actual street, The figure of a man may appear on on? side or the sign; .another figure rc shown on the opnosite side, and bota apparently walk along the street until they meet in front of the store. Greetings are exchanged, and one of the figures tells the other that he is going to" "Mr So-and-so's" to take advantage of some wonderful bargains, Flm other figure is immediately obsessed with the same idea, and, arm-in-arm, the two figures enter t]ie establishment. While this is going on, illuminated announcements appear in the clouds or on other prominent parts of the scene, telling of the inducements within the premises, As the two figures disappear in the entrance the action ceases and, after a pause, the occurrence is repeated. Tho incidents dVoribed ' r '"- of course, but examples of the ideas which can be presented by this novel device. The frame may hold any kind of oicturc, and almost any kind of acton can be made to take place. These new s ; p;n" have proved a continuous attraction wherever they have been introduced. ASSOCIATION OF IDEAS AND SALES. As many retailers are aware, art wares, and other classes of goeds, are not sold on sight as a rule. Customers must see them again and again, gradually gaining an impression that this or that would fill n niche in the household scheme of decoration. Art ware's usually sell at. a good profit, but thesell slowly ia the department store, and in usually short; seasons, Mich as the one just before Christmas. If customers are to get the impulse to buy by »."n----stant association, says an authority in trade matters, they must be induced to look early and to" look frequently. A good manv stores divide up the art yprp stocks at this time of the year, placing parts cf ware where the Goods will be seen oftenest and to the best advantage. For example, tho more elaborpto clocks and lamps .-,:: located n"ar the furniture department: vases, pictures end mantel statuary are shown alinrr with Oriental rmrs and,the more decorative draperies and bankings. Decorative book'racks, table decorations and libravv accessories are shown as eWe to J be book tie"a r+ -vcrA - , - possible. Association of idea? sells art wares, and the more direct th" a«sceia tion the better the results. _ Some traders may have but a few object" of art in their shops, but it is possible thai these have been part of their ".fecks for a long time. By featuring these good'; now a "luxury season " may be started which may permeate the entire establishment, and have an excellent in-. Alienee upon the sale of the higher priced articles.

RETAILERS AND CREDIT SYSTEMS. Retail credit systems were recently under discussion at a meeting of an influential tradesmen's association, and radical changes were advocated. It was contended that the custom of allowing credit to some purchasers and refusing it to others is unfair, whilst sales to credit customers cost the stores more than their cash sales. Tho ascertaining of exact losses through the credit system was urged, and the opinion was expressed that if it were generally understood what a burden tho charge purchases put on the cash customer a change would be demanded. It is suggested that thirty days' time should be the limit allowed on charge accounts, and that retail merchants should back no their collectors to the limit in seeing that this is adhered to. LABELLING OF GOODS.

In the opinion of the retailers who have studied the question, woven labels are wanted in low-priced garments, and they are just tolerated in high-priced articles of wearing apparel. Inquiry however, shows that popular priced garment emporiums are tho most likely to neglect this excellent advertising medium, while its. value, is seldom overlooked by the exclusive shops. Time was when woven labels were employee! only by high-class tailors and garment dealers. And oven today, in order to make its labels accepted, or even tolerated, by its customers, the exclusive store must use a design that is as conservative and dignified as possible. A label adds nothing to the looks of the garments that are sold by tho highly-priced establishments; therefore, it is nothing more nor less than an* advertisement for the store. On the other hand, a handsome label enhances the salabili-t-y of a less expensive garment—gives it a finish it otherwise would net have. In fact, a label of high-class appearance adds to the value of such a garment. It is, moreover, a bette.r adh vertising medium for the concern than is the label in the costly garment. And so far as the customer's views are concerned, tho more elaborate tho label in the popular-priced suit or coat the hotter the" purchaser likes it. In many establishments tho cost of lnbeh has been disproportionately I'U'gß- - may be duo to tho use of toomany sizes of labels. Four styles of silk labels are all the average shop needs for.-women's and children's garments. Thus, a dark label and a light label, each in two sizes, should be sufficient. In addition to these, however, a store should have one size of silk hanger in two colours: a dark ground for separte skirts and dark silk petticoats, and a light ground label for silk waists, light, silk petticoats, etc. With the sizes of labels thus concentrated as above, larger quantities of each size will be ordered, and a better price will thus be obtained.