A HINT TO DEPARTMENT MANAGERS.
If you wish to get the best results from the window and window trimmer, give him a chance and lay out the goods you desire in the window. Lay them all out, as nearly as possible, then call the window trimmer and let him look over them; tell him the story; let him know all about them from your point of view, when without doubt you will find the window more to your idea than otherwise. Do not take it for granted the trimmer knows all you know about these particular goods. No matter how much experience he may have, tell him what you desire. If you simply hand out a lot of stuff, just about as it comes, it will appear in the window in pretty much the same shape. Do not forget that the trimmer’s first thought is, How will they drape or set best? How will the colors harmonize? What kinds of stands or pictures can I get or use? These and other considerations are usually the way it strikes him; he does not think of your point of view, or what you want to say. Hence, as a matter of course, the window tickets do not express your idea at all, nor has the most been made of the position of “leaders,” etc. The window doesn’t draw as it should; there is but little return; the buyer and every one else concerned are out of temper, and feel like finding fault with everybody but themselves.
If you have struck any particular arrangement in which you desire to have your window trimmed, say so. No doubt the trimmer will have seen it, being always on the lookout, and be happy to please.
Should the goods be yard goods of various colors, patterns and prices, then particularly is it necessary for the trimmer to see the major portion of the goods to go in, that he may be able to make the best color arrangement possible. Giving him two, three or four pieces at a time as he goes along quite precludes the possibility of any kind of color harmony. The trimmer can only set the four pieces, one after the other, and then go for four more, to be set up in like manner. This is the way not to do it. Give all the goods at once—near as possible—so he can select as he thinks best. That is his particular business, has been his particular study, and most likely he knows more of color harmony than you do, and can make a better window selection. The same idea of course refers to all goods of divers colors and patterns. This point is important, as being conducive to good window display, and profitable results therefrom.
These little points may seem of but small account to those of our buying confreres who have not studied the matter. It is not for me to tell them that every great business is made up of just such little things; or in other words, to arrange every detail so as to avoid loss of time (money), and to get the best results (money) with the least possible expenditure—system and discipline count every time.
Every business man who has studied the matter will recognize the fact that modern and judicious window displays are of greater drawing power than any other advertising medium extant, and are becoming more so every day, with enormous strides. Therefore when you deal with a modern window trimmer give him the courtesy due one who has attained an indispensable position, by long study, thought and diligence.