STOCKINGS

should collect and file information from manufacturers, wholesalers, and any other available source, the assimilation of which would give added confidence in selling.

Lastly, a pleasant atmosphere is a sine-qua-non with every successful department, being that indefinable quality which tips the scale in favour of one shop or store over another.

HOW CUSTOMERS’ HOSIERY LENGTHS
ARE DETERMINED

Stocking manufacturers have not been slow in putting on the market six proportionate lengths of stockings short, medium and long, called “Dimensional Hose”, having lengths 28/29", 30/31", 32/33" respectively, for each size of foot measurement. The welt of a stocking should be at least 4" deep and if the stocking is a chiffon type the hose must have an after-welt of 1½".

One of the most important considerations with a woman in the buying of her stockings is, “Is it right for length?” All women to a degree are “stocking conscious” because they know today that their stockings constitute 30% of their total appearance.

Three things should influence the selling of stockings:-

  1. The height of the customer.

  2. Her general size and weight.

  3. The type and length of the girdle worn.

The length of a woman’s girdle—more than the length of leg—determines how long stockings must be.

The woman who is large above the knee takes up more of the hosiery fabric and needs longer stockings to equalise width and length.

If a woman wears a long girdle, with suspender fastened tightly, she needs stockings short enough to permit suspendering in the reinforced part of the welt.

The new type of short girdles, require longer stockings to take the strain in the suspender area.

Suspenders should be fresh and stretchy, if old or too short they provide no “give” and put all the strain on the stocking.

If the customer is uncertain as to what length stocking she

STOCKINGS

matter, more important—than a hosiery department, and because a great part of one’s life is spent in the service of one’s employer, it is up to the enterprising worker to see that the time is not only well spent, but is used in such a manner as will yield benefit to employer and employed alike. Something of interest can always be found in a stocking, and a detailed study of the subject cannot fail to give an immense advantage over the assistant who has no real knowledge of her wares.

“I need all the help I can get towards selling—I find everything very confusing.” Faced with the very discriminating type of customer, this, surely, would be the mental reaction of the average saleswoman with no specialised knowledge of the goods she sells. Lacking such knowledge, how can she sell convincingly? There is a tremendous educational job to be done, and manufacturers might with advantage combine with the wholesalers in sending representatives to retail stocking departments to give information on materials used, and stocking construction, such meetings between suppliers and sellers to be held as an “Open Forum”.

REMEMBER !

First, the customer expects interest, a courteous and ready reception, and second, a certain deference to and respect of her wishes and judgment, but be ready to step in promptly with vigorous suggestions, should the sale lag.

Ready knowledge of the stock locations of the various types of hosiery, their styles, sizes, prices, and selling points, permits swift movement in picking up the merchandise and in giving facts about it quickly, all of which creates in the customer’s mind a favourable impression of efficiency. The saleswoman’s knowledge engenders respect in the customer also, and active co-operation in closing the sale is brought about.

The actual sale of the stockings is, after all, a consummation upon which the success of the department depends, and more and better selling will be needed as industry progresses, and as new kinds of goods make their appearance. More explanation will be needed here, and more study as to the adaptation of these to customers’ requirements, so that the alert assistant