PLAN No. 456. MADE AND SOLD SHOES
A Boston young man, some years ago, was traveling salesman for his father, a wholesale dealer in shoes. His experience on the road proved how hard it was to get dealers to push the sales of shoes of any make, and he decided to go into the business of making shoes on an extensive scale and selling them in his own stores. At that time he had no stores, and all the large manufacturers ridiculed his idea, but he went ahead, just the same, secured models of the most expensive shoes made, opened a little store in Boston, began making shoes of excellent value, yet which he could sell in his own store for $3 a pair—that was before the war, of course.
He advertised these $3 shoes, first locally then nationally, and the ads. brought a steady demand for the shoes, to which he had given a dignified yet easily-remembered name, and it was not long until he had more shoe stores, and still more. Now he has nearly 400 of them, scattered over most of the civilized world.