INTRODUCTION.
The peddlars, or packmen, of ancient days, who were the first recognized merchants, realized fully the advantage of displaying their wares before prospective customers. Gaining entry to a castle, a palace, or a mansion, the packman spread his goods upon the floor to best advantage and then awaited patiently while the assembled bevy of women gazed enraptured upon the treasures at their feet. If he could not obtain permission to open his pack his visit was fruitless of result.
In old Bagdad arose the custom of open booths built before the entrances of houses, wherein was attractively displayed the merchandise offered for sale. This custom is still extensively followed in Eastern countries.
At Cheapside, in London, the method was to hang upon iron hooks along the front of the building such articles as might induce the observer to buy, or entice him to enter the shop.
The same custom was prevalent in the Colonial days in America, and is not yet fully obsolete.
Thus from the earliest days merchants well knew the value of display, and the modern show window is the logical outcome or development of that knowledge.
Careful research fails to determine where the show window was first utilized as an adjunct to merchandizing. It is probably a gradual development from the small, many-paned front window of the merchant shop, following the natural transformation of shops into stores and of crude green-glass panes into clear plate-glass fronts.
However it came about, the modern mercantile establishment, whether located in a retired village or upon the main street of a thriving city, is to-day deemed incomplete without a front of the clearest and best plate-glass. These windows are not intended to light the interior of a store, although indirectly they may serve such purpose. Their prime object is to sell goods.
Without advertising the modern merchant sinks into oblivion. The busy world forgets him, and he is left to himself—to rust, to vegetate, or to fail ignominiously.
Merchants of olden times stood in front of their shops and cried “buy!—buy!” in imploring tones. Modern merchants still cry “buy!—buy!” but they do it in a different way. They advertise in newspapers and display their wares in their show windows.
These are the three grades—the three developments in advertising. The street crier, the newspapers, the show window. The last mode of inducing trade is the modern one, and therefore the best. More goods are sold through window display than through newspaper advertising. It is more direct. The newspaper advertisement says: “We have goods to sell.” The show window says: “Here they are!”
But the judicious use of advertising through newspapers must not be discouraged. Every man, woman and child in town does not pass your windows. Those who do not may read in the newspaper of your attractive display of goods, and so be induced to pass your way.
The most successful of modern merchants use the newspapers to announce their window displays. This combination of the two greatest forces in advertising has been found to succeed beyond any other method.
To make a display of goods in your window that is most attractive, that will sell readily the articles exhibited, is to-day acknowledged an art.
Many things are to be considered. There are the technicalities to be learned, judgment and good taste to be exercised, color harmony to be secured; and, above all, there must be positive knowledge as to what constitutes an attractive exhibit, and what will arouse in the observer cupidity and a longing to possess the goods you offer for sale.
It has been said that a window decorator is born, and not made. Yet we find that those “born” decorators must acquire knowledge of technicalities and detail work before they can succeed. Who shall determine which are “born,” and which are “made” decorators? The “born musician” must, unfortunately, learn to play the fiddle, and the “born blacksmith” must be taught to shoe a horse. And the worldly cynic will tell you that under proper instruction and with a desire to learn, any son of Adam can play the fiddle or shoe a horse.
I have never known a man who desired to learn the art of decorating fail to attain skill and subsequent success. Perhaps it is only those “born” ones who desire to learn.
It is true that a clumsy man, a man without judgment or taste, a man destitute of knowledge of the requirements of modern merchandizing, might prove a lamentable failure as a store decorator. But I have never known such a man desire to learn the art.
The object of this book is to place before the novice the instructions necessary to fit him for successful work. The author believes that this volume contains all information necessary to enable a student to acquire proficiency in the Art of Decorating Dry Goods Windows and Interiors. The field of merchandizing is so broad that this work is confined to dry goods decorating, although many of the chapters will be of service in decorating windows with other lines of goods.
Much of the information offered has been gained by personal experience, yet I am greatly indebted to many brother decorators, and especially to prominent members of The National Association of Window Trimmers of America, for assistance in my attempt to place clearly before my readers the many details of the art.
Practical methods have in every instance been preferred to theoretical. The simplest and easiest way of accomplishing any work is always the best.
I am hopeful that those desiring to attain skill in decorating will find much useful information in these pages, and if this book proves of real assistance to its readers my object in writing it will have been accomplished.
Most Sincerely,L. FRANK BAUM.
Most Sincerely,L. FRANK BAUM.
Most Sincerely,L. FRANK BAUM.
Most Sincerely,
L. FRANK BAUM.