CHAPTER XIX.
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.
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.