Suit And Cloak Advertising
( Originally Published 1902 )
April and May are two banner spring months for the suit and cloak manager. September and October are the two months to introduce the fall and winter styles. They are the months when the sun shines, and if he is wise he makes and rakes the hay.
Every woman at each of these periods, wants a new complete costume. At each of these periods, besides indulging in the sweet hope of getting the new toggery, she is calculating as to which merchant in her town has the best goods at the lowest prices.
The merchant who advertises properly stands the best chance of getting her trade.
There is good money in the suit and cloak business, but it has to be made in season, and for those two reasons it is good business judgment to be liberal with timely advertising.
These are the points to emphasize in the suit and cloak advertising that should appear right along in your home news-papers.
Use cuts that really illustrate. Give type descriptions that describe. Do not take one leader and so pound it with advertising that it becomes an eyesore, but have something new and fresh with every ad. Then people will take some stock in your liberal varieties.
It is best to begin the ad (after the introduction) with a low priced article, and work up higher in prices until the last article advertised is the highest priced. As a general proposition low priced garments are easier to sell by advertising than high priced articles. A very good ladies' suit can now be had for $5.98, and it is remarkable how neat appearing a jacket can be had for $3.98.
If you can succeed in getting visitors to your store to inspect the lower priced garments it is frequently only a matter of good salesmanship to switch attention from the lower priced article to the better made and more stylish garments at higher figures.
There are a lot of little kinks and twists in new styles that the advertiser should not overlook in his type tales. The Monte Carlo coats for women—the new double-breasted effects in waists-the new shaped panel skirt trimmed with band of stitching and other recent ideas may be perfectly clear (therefore not of particular interest) to the suit and cloak man, but news to his customers, and for that reason should be swung in the advertising.