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Two Striking Examples of Effectiveness in Window Display Presentation of Small Goods at the Ditson Store in New York
Your Window Display
Is the Best' 'Ba/fy-hoo
HE inexorable hand of progress that has
worked such amazing changes in our in-
dustrial life has not overlooked the re-
tail merchant's show window. This form
of publicity has always kept apace with archi-
tecture, interior decorating and other visible
manifestations of material advancement.
As it is impossible ,to give a technical treatise
on window displays in the limited space allot-
ted in a trade journal, we shall only discuss
the importance of good exhibits and their ef-
fect on the general public.
The ideal window is clean-cut, wholesome
and constructive. The secret of it is a little
hard thinking of the kind that develops origi-
nality and ends up by giving that individual
touch which makes people not only stop and
look, but admire.
The good effect of many a fine window is
completely denatured by injecting into it too
many so-called bargains and special sales. This
brand of hocus-pocus is usually gotten up to
fool some of the people, which Lincoln said you
could fool all the time. It savors of trick ad-
vertising and is a well-known avenue for price
cutting. The word "bargain" has a subtle al-
liance with the slippery word "cheap." There-
fore, if you overwork these two rogues in your
window the buying public will soon think you
are in serious trouble or sadly in need of
money.
Tex Rickard was a master of "Bally-hoo."
He attracted the largest gates in the history of
boxing. He created a brand of confidence in
the "Cauliflower industry" hitherto unknown.
Why? Because he never advertised or dealt in
bargains.
Right now every Music Merchant in this
country should play up the new slogan—THE
RICHEST CHILD IS POOR WITHOUT
MUSICAL TRAINING—should be prominent-
ly displayed in all musical instrument show
windows.
There have been some adverse criticisms con-
cerning this new slogan, most of which by
the way comes from those of us whose literary
efforts were turned down. Although it does
T
By HARRY L. HUNT
of C. H. Ditson & Co.
Harry L. Hunt
not possess the vivid click that characterizes
the "war-cry" of some other industries, it is
nevertheless a beautiful and worth-while truism
/V the accompanying article a successful
/ musical merchandise executive talks to
you straight front the shoulder on that all-
important subject of window dressing. The
name of the author atone is enough to com-
mand the interest of every music store
owner and manager in this discussion on a
subject that is always a vital one to the
retailer.—EDITOII'S NOTE.
55
that strongly emphasizes the desirability of
musical training and will furthermore lend dig-
nity to our industry.
Every music merchant should bear in mind
that a show window is his cheapest and best
form of advertising. That music is a luxury
only for those who listen and is a wonderful
accomplishment for those who perform. There-
fore, make a distinction between a display of
mechanical instruments and those played man-
ually. With the mechanical display put stress on
how easy they are to buy, how they enhance
the home and bring into it all forms of audi-
ble entertainment. Hence the appeal is to the
married, middle-aged and old folks.
The manual instrument display should show
how easy they are to learn. The appeal should
be made to youth who frequently wish to
emulate Kreisler, Whiteman, Goldman, Sousa
or, at least, be able to make the home band or
high school orchestra.
A window should be changed at least every
two weeks. As this is a colorful age, do not
be afraid to use colors. A drab window is al-
ways ghastly.
Do not crowd your window. If you do it will
look sloppy and confusing. Strive for a good
balance without stiffness.
Should you use price cards, remember that
most people have good eyesight where prices
are concerned. So keep your cards small. The
smaller they are consistent with legibility, the
bigger and better your instruments will look.
Use light backgrounds for dark instruments
and dark backgrounds for silver and brass in-
struments.
Don't overdo the plush and velvet practice,
only use enough to set off certain instruments.
The best general background is cream color.
Lights should be light orange.
The foregoing "Don'ts" applicable to window-
dressing are worth the consideration of every
music store proprietor. Efficiency in his win-
dow dressing means great "eye-appeal" to the
sidewalk passersby and that means greater
number of spectators before your window
fronts.