STOCKINGS

replace hosiery oftener than should be required. It is true, luxury hosiery is always one of the first budget increases a well-dressed woman makes when in a position to do so, but, unfortunately, the stockings will not give service commensurate with the price paid, and this should be pointed out if it is the customer’s intention to adapt to all-round wear.

Customers should be permitted to select shades and styles required, from sample stockings of various threads for different purposes as already detailed, and to facilitate service, stockings should be readily procurable from stock clearly marked in accordance with samples, or alternatively, individual pairs of stockings should be packed in cellophane bags, also marked with the required information. The marking of goods in conformity with samples, obviates the pulling about of stock when purchases are made.

SEE MORE STOCKINGS—SELL MORE
STOCKINGS

Skirts and dresses go higher and legs must look lovelier than ever, therefore the person selling stockings should be an important fashion adviser.

Every day, hose is growing in its fashion importance, stockings to a woman being at least thirty per cent, of her total appearance, and every woman today is “stocking-conscious” to a degree. Therefore, throughout the whole of a retail shop it would be difficult to find anything which gives a woman greater pleasure to purchase and to wear than really nice stockings.

A pair of perfectly-fitting stockings is a tonic to every woman. They all know that the clear, sheer texture of a stocking really does beautify the ankle, minimising faults and exalting perfection, while the dull finish of the hose slenderises the whole leg. It is important for a saleswoman to think in terms of stockings “doing something” for the customer, who will derive great pleasure from being shown the various types in stock. Stress to your customer the importance of stockings in enhancing personal appearance, and emphasising feminine charm.

Stockings—being the harmonising link between the outfit and the shoe—are more than a mere accessory of attire, and the study of fashion magazines is recommended, especially with

STOCKINGS

(dance, dinner, theatre—as set out below) then no subsequent complaint is justified. The retailer—by explaining the intended use—has discharged his responsibility.

The following is a guide as to the correct stockings for various purposes:-

  One-thread, One-and-a-half Thread Silk, 10/15 Den. Nylon Hose.
    Preferably for evening wear only.

  Two-thread Silk, and 20 Den. Nylon Hose. For evening wear,
    Dance, Dinner, Theatre.

  Three-thread Silk, 30 Den. Nylon or Rayon Sheer Hose. For
    afternoon wear, Tea-time, Semi-dress wear.

  Four-thread Silk, 40/50 Den. Nylon or Rayon Light-weight Sheer
    Hose. For informal wear, business, home.

  Five or Six-thread Silk, 60/75 Den. Rayon, 2/140s Lisle Hose.
    General purpose.

  Seven to Nine-thread Silk, 100/150 Den. Rayon, 2/100
    Lisle Hose. Semi-service weight.

  Stockings of Plated construction, all Cotton, also Wool mixed
    with other fibres. These are classified under service-weight
    stockings, and are suitable for industry and for the country.

Retailers should help each other in an educational plan. Some of them might say, “Why should we do this?” The answer is surely based upon the theory that the average woman is not particularly loyal to any one shop, nor to one brand, when it comes to buying stockings. Not because of dissatisfaction with a shop or brand, but because women visit many shops in the course of twelve months, and they will buy hose as needed in any shop in which they happen to be.

The first step in the educational plan is to devote a large counter show-card to a description of each of the threads and deniers, telling their several uses. Each thread stocking should be illustrated by an action sketch of its use. The show-card will arouse curiosity and provoke questions, thus giving the looked for opportunity of explaining the thread-counts, deniers, etc., and the different purposes for which they are intended.

It will not be easy to convince women customers that they will benefit by the advice given—they are frankly out for additional luxuriousness, and will pay a high price to get it, being satisfied to