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^>-r' THE 



Jlorists 



kREVIEW: 



lllllllllllllllllllllilllll iiimil^^^?>^ilTT^^ 



THE SUMMER WINDOW 

 i^ FROM THE INSIDE 



Iloiv do yon look at your summer window, from the outside, as the 

 public s( < s it, or from the inside, as the salcspcopli sre it? In other words, 

 IS ih( u-ind<nv a help in seUi)ig? Do(S it in <nni way influence those tvtio 

 pass U) enter and buy? 



T the lei-tMit convcMtioii of 

 the Aim'ricjiii Associiitioii 

 of Xiirsorviiicii riH'sidciit 

 Welch, from I own, in tlic 

 cciitiM- of things, wlu'io 

 tlicv liax'c tlio lii'oiul \ icw, 

 yot off tliis little ineain- 

 hle: "The new era of 

 bBiiiiess has coiiik' upon 

 us with a nisli of energy 

 that no century lias shown liefore; just 

 as men are men, so times are times."' 

 And times cliaiifje, chanyc rai>iill\'. The 

 trouble is, all men are not able to 

 chantic with them. 



Tiie |)oint is that where once a florist 

 luiyht have lieeu justifieil, in miilsum- 

 nier, in lieglectinj,' the sales-makini;' 

 i|ualities of his window ami decorating 

 it only for the curious, today condi- 

 tions are so ilifferent that ne\ er, not 

 exeii in summer-, should scdliny aldlity 

 bo passed unconsidereil. 



Show Flowers. 



l"]\ei'y retail florist wiio has >ii\('n 

 even the slij^htest study to the subject 

 of window decoratin<i has discovered, 

 from experience if not otherwise, that 

 tliore is a f;reat diff<Mt'nce in the com- 

 mercial \'alues of cei'tain classes of dec- 

 orations: One will brinj; tiie iieojde into 

 the store to luiy, while 

 another will nuM'tdy 

 cause the curious to 

 cf)mment. ()f course 

 the ideal is the decor- 

 ation that causes talk 

 as w(>ll as causes im- 

 ni(>diate sales. Sales, 

 and the s(toner the 

 bettei', can be condoled 

 to be the (diief object 

 Sduuht. 



In consideriii"^- the 

 character of deccu'a- 

 tion to be used at any 

 time, it ]u-obabl\- will 

 be admitte.l by all that 

 a window display to 

 sell tliiwers must show 

 tliiwers; it wouM be 

 tiiii much to expect 

 that an\()ne would en- 

 ter a store iiecause of 

 a window display to 

 ask for sonu'tiiiny not 

 shown in it. Consi'- 

 'I'leiitly, if w<> expect 

 our windows to stdl 

 tlowers, wc must show 

 flowers. In idden times, 

 ■-peakinix <if time as it i 



the fine ictail stores alon<j ISroadway in 

 .\e\v \'ork (most of them arc on Fiftii 

 a\'(Mnu' now) to discontinue the dis 

 pla\' of cut flowers in their wiiiilows 

 duly 1 au<l for two months to show 

 s|i('cimen fei'iis. Tliere was, of co\iise, 

 somi' dauficr that jiersons who ijid not 

 pause to ri'ad the sij^ii would mistake 

 the jdace for an undertaker' 's slmii, Ijiit 

 it is no uirusual occuri'ence for- arr under- 

 taker- to be ask(>(| his pri(-e for the 

 ] lant in his window! 



Are the Ducklings for Sale? 



.\lso it is of record tliat a ('lii'a;i(i 

 ri'tail florist once s(dd conrplete tiie 

 .lapanese liarden shown behind his 

 plateylass, and nrauy a retailer- has had 

 irr()uiries as t(» "What will you take foi- 

 two of the ducklings"' in the sumrnei- 

 wirrdow, from juMiple who r-eali/ed that 

 they were irot regular- items of stock. 



It sinrply jjoes to show that e\ en in 

 sumirrei-, wherr the <lerrr.'iird t'or- t!(]\\eis 

 admittedly is at low ebb, the principal 

 featirre of a window decoi'atiorr mi;^iit 

 liettei- be the thiirj^s one has for s.ile. 

 How iirany people, after- haxinu >ceri 

 water- wimlows iir different kinds ni 

 stores, can tell which one was at the 

 florist's.' What profit is it to attiait the 

 atteirtiorr of the multitude it' nothing 



I'asses irr this trade, it 



w;is the fashion for " Rubber-Nccks" Surel-y; Flower Bu-yers Possibly. 



links that attentiorr to the irrer-ciiandise .' 

 Irr a ceitairr city at this rrroment 

 there ai-e two water wirrdows irr one 

 block. The florist has a well con- 

 striicted pile of moss->rr-owrr rocks with 

 a rill of water- flowin<f down t'r-om the 

 heights to a pool iir the (-enter-, turrriirfi; 

 a millwhecd on its way. '{'here isn't 

 a flower- in sioht, scarccdy a plarrt. 



A Window with a Message. 



Orr the adjacerrt coi-uer a irriisic house 

 has a lak(> scerre, with ]iorrd lilies and 

 fisli in the water-; there is a cairoe with 

 a rrrair air<l a womair, the irrarr pail- 

 dliny-, the womarr runiririf; a jdrorro- 

 jiraphi The turrrtable of the rrrachiire 

 (-ari-ies a recor-d and is re\'olviir;r^ actu 

 ated by a (-orrcealed el(>ctri<" irrotor; it 

 seems to be jilayiirij, you will irot<'. At 

 one side is a ireatly lettere<i siyrr call- 

 irry attentiorr to the \alire of musie on a 

 summer's orrtirr<i arrd statiirjj; the ]iriee 

 of the outfit shown. That's advortis- 

 inj;; it's linkirr<j the eye-catcher with 

 the sellirr;^ force; it actually makes 

 sales. 



With rar-e exi-e|it iorrs flower store 

 surnrrrer- windows fail to do it. 



Few Flowers Needed. 



The first objei-tiorr the florist makes 

 is that irr sirmrrrer (-ut 

 flowers will not keep 

 irr the wirrdow; that he 

 (-arrrrot afford tlr<> use 

 of the necessary tpian- 

 tities with fr-eiprent 

 (harries. And that 

 leads to airother- p(dnt 

 irr wirolow decorat iirjx: 

 The axciaye florist 

 jMits far too much 

 sto(-k in his wirnlow. 

 At I'hil.-rdelpliia the 

 fir--t Sund:iy of the re- 

 cent National Flower- 

 show, one of the best 

 stor-es was (diserxcil to 

 have, on a \clvet drape 

 irr its window, .-r :;.iod 

 selectiorr of \ases and 

 flower bowls, fire tall- 

 est \ ase ha\ \)\v. just 

 (Mie rose, a ]ii-r-1'ect 

 specirirerr. and orrc of 

 the liow'.ls was filled 

 with sweet j'cas. The 

 stcu-e was clo>ed. but 

 tiiere w,-is ^ales furce 

 there; the wiitci- could 

 yo strai<;ht imck to 

 that stoic. iiiif he 

 iloesrr 't r-emerrdiei' one 

 f I- o rri another t h e 



