CHANGING FASHIONS.

Otago Daily Times, Issue 19242, 5 August 1924, Page 9

CHANGING FASHIONS.

PSYCHOLOGY OP BUSINESS. CRAZE FOR FACE POWDERS AND CREAMS. : ■ ■ . ■ THE EFFECTS ON BUSINESS. (Fkom Ode Own Correspondent.) - : AUCKLAND, August 3. Fashion’s ciianging moods mak£„tha term "the psychology of business';, something much more than a mere catch phrase. In tho present day who but the psychologist, for instance, could have divined the fact, that tho introduction of the great jumper era would bring about the downfall of the vogue for brooches. Yet ■•it has done this very thing, and the statement made recently by a Taranaki jeweller that' he had not sold a gold brooch for twd, years will probably be confirmed by those aVith experience of tho trade. In Auckland there is no more room in a jumper” feri'a. brooch than there is in a moddrn- 'ttmiFa tie for a horseshoe lie pin. Both are dead so far as fashion goes, as dead as the little artificial'posies with which gentlemehiof a sprightly turn used to adorn tho lapelsof their Sunday coat some 20 years,ago. “Earrings and armlets, those haye been, the main craze during the past ycrf’ pr so,” affirmed an authority. “Brooches add jewelled neck pendants have gone the why of black woollen stockings and silver belts, but there is going to be a revival. Brooches are coming in again, and the earring has had its day, Tho now coster scarf which every woman is going to wear next summer will bring about a new vogue for brooch«j>Sj and without doubt there will be a' revival of this line of tho jewellery trade.”, : i Another authority who understands the psychology of the business in every aspect volunteered one or two further items of information that cast an interesting sidelight on the effect of changing fashions btt certain phases of the draper s trade. “If yoiii want to know what really has gone otttll' he said, “take a look at our hairpin stocks, fixtures full of them. That is what : thin bobbed and shingled hair craze has .'done; Hooks and eyes and dome fasteners Mve also gone out. The ladies fix everything with elastic nowadays. Tapes and ;OUttpn» have given place to gold or silver lingerie. Pins, hatpins, and jewelled haircombs. too, have had their day. There has been a complete revolution in all the little toilet accedsorios that for generations past a steady sale.” . ' ' The question was put with some tirmdjty: “■\Vlmt about face powders and creates? Have they gone out, too?” ' -Never!” was the emphatic remy. There is a bigger demand for thefn''''tn , Siii for soap.” 1 »''.4