"So," resumed he, "it's decided we mark it at five francs twelve sous? It's barely the cost price, you know."
"Yes, yes, five francs twelve sous," said Mouret, quickly; "and if I were alone, I'd sell it at a loss."
The manager laughed heartily. "Oh! I don't mind, its cheapness will treble the sales and my only interest is to secure heavy receipts—-"
But Bourdoncle remained grave, biting his lips. For his part he drew his commission on the total profits, and it was not to his advantage that the prices should be lowered. As it happened, a part of his duties was to exercise a control over the prices fixed upon in order to prevent Bouthemont from selling at too small a profit for the sole purpose of increasing the sales. Moreover, all his former anxiety reappeared in the presence of these advertising combinations which he did not understand, and he ventured to display his repugnance by remarking:
"If we sell it at five francs twelve sous, it will be like selling it at a loss, as we must allow for our expenses, which are considerable. It would fetch seven francs anywhere."
At this Mouret got angry. Striking the silk with his open hand he exclaimed excitedly: "I know that, that's why I want to give it to our customers. Really, my dear fellow, you'll never understand women's ways. Don't you see that they'll fight together over this silk?"
"No doubt," interrupted the other, obstinately, "and the more they buy, the more we shall lose."
"We shall lose a few sous on the stuff, very likely. But what can that matter, if in return we attract all the women here, and keep them at our mercy, fascinated, maddened by the sight of our goods, emptying their purses without thinking? The principal thing, my dear fellow, is to inflame them, and for that purpose you must have an article which will flatter them and cause a sensation. Afterwards, you can sell the other articles as dear as they are sold anywhere else, they'll still think yours the cheapest. For instance, our Golden Grain, that taffetas at seven francs and a half, sold everywhere at the same price, will go down as an extraordinary bargain, and suffice to make up for the loss on the Paris Delight. You'll see, you'll see!"
He was becoming quite eloquent. "Don't you understand?" he resumed, "In a week's time from to-day I want the Paris Delight to effect a revolution in the market. It's our master-stroke, which will save us and send our name everything. Nothing else will be talked of; that blue and silver selvage will be known from one to the other end of France. And you'll hear the furious complaints of our competitors. The small traders will lose another wing by it. Yes, we shall have done for all those slop-sellers who are dying of rheumatism in their cellars!"
The shopmen checking the goods round-about were listening and smiling. Mouret liked to talk in this way without contradiction. Bourdoncle yielded once more. However, the case of silk was now empty and two men were opening another.