ARTIFICIAL SILK

Hokitika Guardian, 20 May 1927, Page 4

ARTIFICIAL SILK

FI.FGAXCF WITHIN REACH OF ALL PURSES. By W. S. CRAWFORD, Member of the Empire Marketing Board. LONDON, April 5. Tho exhibition of artificial silk goods opened yesterday at Holland Park is not only the biggest ever hold in the world, it is also the best. Figures and facts should come first, so let it be stated that there are 120 stands, that mannequins (the loveliest ever gathered together under one roof, say the experts) wear 4(X) different garments, and—most impressive of all —that £100,000,000 capital is invested in this industry. But no less important and encouinging than these points is the spirit of the exhibition which is due to the enterprise of the Drapers’ Organiser. It is alive. One can see that those in control of it are wholehearted in their desire not only to make the best goods but also to sell them. The stands are skilfully arranged, and the stage and its background prepared for tho mannequin parades is a triumph of Sold, modern design. Every draper in this country should visit this exhibition and buy at it. While I was in Leipzig the other day I told “Daily Mail'' readers some I truths about the lack of enterprise of British home and overseas salesmen. .

, But I cun honestly axert that Holland , Park proves British display experts and salesmen in artificial silk superior , to their (fernian rivals. The omen is an especially happy one. because artificial silk may ho called a “post-war baby.” It has prow'll up , with almost uncanny swiftness since the war, during those years, that is to say, when British industry has been accused of having lost confidence, and enterprise. Vet we have adapted ourselves to this sudden new demand upon our industrial efficiency and we have must splendidly “made good.” Had we failed to do so, what would have keen the position of our great textile trade? Imagination shrinks from answering the question. BEST CUSTOMERS. But there is a grave lesson as well as a message of encouragement to be found at Holland Park. Even with all the magnificent ingenuity that has been thrown into capturing overseas markets for our artificial silk manufacturers, our rivals, America, Italy, and Germany are more than holding their own. India. Canada and Australia are our three best customers for artificial silk. The moral of this is crystal clear. AVe must do all that lies in our power to further the prosperity of our Empire overseas, so as to increase the purchasing capacity of our own best customers. And no less urgent is the call to our fellow citizens overseas to buy from us, otherwise we cannot help them along the road to prosperity. But we cannot afford to stop there. Artificial silk is a new commodity A generation ago women, when they were poor, were forced to he dowdy. To-day the working girl rivals in elegance the women of Mayfair. And why? The reason is that inventions like artificial silk have put elegance within the reach of pll purses. SCOPE FOR INITIATIVE. Now it is a natural and, in my opinion. a praiseworthy ambition on the

part of women Lo make the most of their appearance—it would be a drab world if the\ thought otherwise—and one of the principal objectives of modern salesmen should he to rater for this desire. Because flic industry is so Row, now ideas and enterprise are essential, ami there is scope for the imaginative creator of markets. Our manufacturers have to show in salesmanship and in research the same skill that they have long shown in manufacture. In one sphere they have awakened. They no longer question the unparalleled power of the daily press for drawing attenting to their goods Advertising is one step in successful marketing, and it and all other means of marketing have to he exploited to the full before we can claim to have put into practice the all-significant maxim “Sell British Goods.”