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FILLING THE <^ 



<^ FALL WIJNDOW 



Opening tlu florist's season, (iiilKinii likcicist hriiu/s to limi nhit luht ntl i/ 

 the wherewithal to decorate his store window in a mainn r thai is artistic ni 

 appearance and profitable in pullinn p( (h strians iti his dimfion. 1 1 iioii 

 havoi't taken adrantaf/e of the season's opportunitii s, read this artich . 



of tliein i,s 



I'll 



EVKll during the year lias 

 ^|L "T* the florist a greater abuu- 

 ^j^L I (lance of material with 

 r I /^U w h i c h to make artistic 

 '^^ ^ and attention-arresting 

 disjilays. The resources at 

 hand are so large and full 

 of ()])i)ortunity for the in- 

 genious decorator that 

 one wonders why more use 

 not made. Many florists 

 accomjilisli striking results at this time 

 of year, both in beautilication of their 

 store •windows and in attracting tran- 

 sient trade. When the advent of cold 

 weather has put an end to garden flow- 

 ers the time is auspicious for the ret;iiler 

 to draw the public's notice to the green- 

 house jiroduct. Though he may do so in 

 other ways as well, he is overlooking one 

 of his best mediums if he neglects his 

 show window. 



Advertising men tell us that illust 

 lions rei'nforce reading 

 copy and are often, of 

 more importance t h a n 

 the latter in carrying a 

 selling message. We all 

 of us admit the force of 

 this assertion and recog- 

 nize its truth froin our 

 own ex])eriencc. Since 

 that is the case, the dis- 

 play window, which is 

 one ste]i, at least, better 

 t h a n illustration, i>re- 

 senting the real jiroduct, 

 instead of its picture, to 

 the eye, should be of 

 even greater advertising 

 vain e. And .it is, as 

 those florists who h a v e 

 d e vote d thought and 

 efl'ort to this bramdi ol' 

 their jiublicity — for-as 

 such it should be consid- 

 ered — will bear witness. 



Value Demonstrated. 



It is not easy to count 

 returns in dtdlars and 

 cents from the invest- 

 ment of employees 'time, 

 m o n e y for accessories 

 and stock from the ice- 

 box which is put into a 

 window disjilay. IJut it 

 has been f r e q u e n 1 1 y 

 demonstrated that it has 

 a decide d ability to 

 bring b u y e r s into the 

 store. Moreover, those 

 florists who have once 

 undertaken the effort 

 and expense necessary to 

 stage pretentious dis- 



jilays in their windows in no case ha\e 

 discontinued such elTort ;ind exjicnse 

 from a conclusion tiiat they are un- 

 profitable. Katlier have they progressed 

 to more and more elaborate and ambi 

 tious (uitlays in this direction. This 

 fact should be enough to persuade any 

 backward individual florist of the wis- 

 dom of utilizing his store window as a 

 trade-getter. Ami at this time of vear 



for 

 urji 



this 

 ■ to- 



the many materials at hand 

 jiurpose should be a |>arti<'ulai 

 ward such action on his jiart. 



Season Offers Aid. 



The harvest season brings a generous 

 variety of outdoor aicjs to window dress- 

 ing, while the arrival of c(dd weather 

 incri'ases the contribution, in cjualify 

 and quantity, of the greenhouses. Chief 

 among the latter, oi^ course, are chrys- 

 anthemums, whose wide range of colors 

 makes them jiarticularly valuable for 



this kill. I (if work. After the small 

 flowers of summer, the big exhibition 

 blooms of the queen of autumn are 

 themselves enough to draw many jiass- 

 ers' gaze. Tiu' colors of both these and 

 the smaller singles and pompons afford 

 sjilen<lid ojiportunity for artistic effects. 

 Hut there is much more than this 

 partii'ular flower to lieautify the show 

 window and draw notice to the florist's 

 wares. The vivid foliage of fall may be 

 used, as it has often been, to strikingly 

 jiicturesque effect. In late years this 

 material has found an increasingly im- 

 portant place among the florist's re- 

 sources for various sorts of decorating. 

 The range of natural tones has been 

 augmented for the trade's use by pre- 

 jiared material, which, of course, is avail- 

 able at other seasons also. In many 

 ways both natural and prepared foliages 

 aid the decorator, and may be jiut to 

 use in widely \arious manners in the 

 window. From outdoors 

 at this time also come 

 the corn shocks and 

 luimjikins that have as- 

 ^i^tt'd in filling many a 

 florist's window for har- 

 \i'st season, Halloween 

 a n d Thanksgiving dis- 

 jilays. 



But more imjiortant 

 are the many resources 

 in the florist's own stock 

 That afford t h e finest 

 sort of disjilays. Chrys- 

 anthemums have been 

 noted. A basket of big 

 William Turner never 

 fails to draw ,'ulmiring 

 j>assers-by. Of smaller 

 lilooms mr.ny color com- 

 binations can be made 

 \v h i (' h are exceedingly 

 effective. Pink and 

 bronze varieties may be 

 iwed strikingly. 



Combine Colors. 



Pot mums Hervt> as a 

 background or, by proper 

 I'olor comliinations, may 

 lie made into a pic- 

 turesque composition of 

 lines. The results to be 

 achieved in this manner 

 a r e a 1 m o s t infinitely 

 \arious, de|ieniliiig upon 

 t h e individual florist 's 

 ingenuity and eye for 

 color schemes. 



Xor is the list ex- 

 hausted for ways of fill- 

 ing the f.-ill window in a 

 Among His Most Valuable Assets Is a Florist's Window. manner that will adver- 



