WORDS OF ADVICE.
CARE OF WAX FIGURES.
Now I wish to say just a few words regarding the care of wax figures. I
think there is nothing that looks so bad, or ruins the effect of the
window so much, as to see handsomely dressed wax figures with faded,
dirty or shiny faces; and too often we do see this. With a very little
practice and time a trimmer can recolor his figures as well as an expert
can do it for him. First take coal oil and a piece of cheesecloth and
wash the face; but do not allow the oil to remain on the face more than
a few moments, as it will soften the wax. When wiped dry and cleaned,
take powdered pumice, mixed with a very little carmine; mix until all
the red streaks have been thoroughly worked in. This will give you a
very light pink shade. Then get a large sable brush, dip it in the
preparation and commence at the point of the cheek, using a circular
motion of the brush, and so continue until the face has been covered.
Give the cheeks more time than the rest of the face. It will give them
more color. For the lips, corners of the eyes and nostrils, mix the
carmine and pumice half and half, and use a very small sable brush. With
a little care and practice any trimmer can recolor his figures with
slight trouble.
JANUARY SALES.
During the month of January certain lines of goods are pushed to the
front and “sales” inaugurated to induce customers to purchase liberally.
The holidays being over, and the demand for fancy goods and notions
comparatively small, staples and necessary articles are alone capable of
interesting the public.
White goods, linens, cottons and muslin underwear are in natural demand
during the month of January. Perhaps, were the choice left to the
housewife, she might prefer to purchase these lines a little later in
the season. But when she notes the “special sales” inaugurated by all
prominent houses, she wisely decides to take advantage of the
opportunity and lay in a stock of goods for the coming months.
Linen sales are always expected in January, and when the holiday windows
come out the linen windows usually go in. In smaller towns the sales do
not commence until about January 15, and are continued for two or three
weeks.
CLEARING SALES.
If ever a window trimmer is useful to his house it is when “clearing up”
sales are in order and it is necessary to reduce stock before inventory.
There are many goods left over from the holiday stocks that should not
be carried another year, and the house prefers to make a reduction in
price in order to close them out promptly.
Now is the trimmer’s opportunity to be useful. He is given a lot of odds
and ends, at attractive prices, and told to “sell them.” His cards
should be carefully and vigorously worded, his displays especially
attractive. For he isn’t catering now to a public in search of goods to
purchase, but a public that must be coaxed and “jollied” into buying
what it really doesn’t need—and that, too, at a time when pocketbooks
are especially shrunken and debilitated. Therefore the man who makes a
catchy trim is rendering himself especially valuable to his employers,
and trimmers should use every endeavor to make their trims count, and
try to do conscientious work.
BUSINESS WINDOW.
It has lately become the fashion to discourage mechanical displays, as
well as “picture” windows and elaborate trims of all sorts, under the
plea that they are not “business windows.”
“Give me a plain, business window,” says the merchant; and the trimmer
does not argue the question very fiercely, for it saves him a lot of
thought and a lot of hard work.
What is a “business” window? What is usually meant by the term is a
window that will sell goods—the final aim of all window trimming. How
can a window sell goods? By placing them before the public in such a
manner that the observer has a desire for them, and enters the store to
make the purchase. Once in, the customer may see other things she wants,
and no matter how much she purchases under these conditions the credit
of the sale belongs to the window.
Now, mark one point in this statement. I said “observer.” All goods
placed in a show window are not observed. Since the street is lined with
windows, all filled with merchandise, few people stop to notice any of
them unless there is something in the window that especially catches the
eye. A “business window” that has no attractive quality is not really a
business window. It is a fool window. The attractive window is the
business window. To make an attractive window requires all the brain
power and craft and taste and handiwork of the most expert trimmer. The
inexpert trimmer is the man who decorated that window which is not
attractive and which the passing throng does not see at all.
In order to make a window stand out from its fellows something more than
a plain arrangement of merchandise is needed. It must be unusual and
distinctive to the extent of arresting the attention of busy people as
they hurry along the street.
Shrewd and observant trimmers have found that the secret of successful
windows is to have a background or mechanical device that will command
attention, and then to place the goods in so ingenious a manner that in
looking at the display people note the excellence of the goods and
desire to purchase them. It’s the old idea of first catching your hare
and then cooking it. But you must catch your hare. You must have an
attraction that induces the pedestrian to stop and look, or your window
is a flat failure. That is why beautiful, artistic and mechanical
displays are to be encouraged rather than discouraged. These are the
real “business windows.”
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.
MONOGRAM CONSTRUCTION.
Suggestions for making monograms for window displays are shown in the
accompanying illustration. The letters may be cut from thick pasteboard
or from thin wood, using a sharp knife for the purpose. Often the
letters are made several feet high, and when covered with white cloth or
wound with decorative material make novel and attractive exhibits. The
monogram can be supported in the center of a window by means of cords
from the ceiling or on a wood rack.
[Illustration]
PROCESS FOR GILDING.
As the window trimmer is frequently required to gild articles for
display, the process may be described. The material to be gilded is
first covered with a solution of gelatine in hot water, to which an
equal quantity of alcohol is added, and the leaf gold put on while wet.
Then take a sheet of soft paper and press and smooth it over the leaf
gold until the gelatine below is evenly distributed. By this spots in
the gilding are prevented. Do not use too much gelatine, as otherwise
the gold becomes spotted; nor too little, for in this case the binding
is too weak to enable the gold to withstand subsequent polishing. The
surfaces should be cleaned before gilding. After having the leaf gold
put on, the whole is allowed to dry for ten or twenty minutes, when the
gold is rubbed with cotton, whereby the luster is produced. Then another
layer of gelatine is spread on with one stroke of a full, soft and large
brush, and if especially good work be required, a second layer of leaf
gold is put on and covered with gelatine as before. In this case,
however, the gelatine is best used hot. The same process can be employed
for silvering, but more gelatine should be taken, as leaf silver is
thicker than leaf gold.