WOOL PROPAGANDA.

Waikato Times, Volume 121, Issue 20278, 21 August 1937, Page 27 (Supplement)

WOOL PROPAGANDA.

OLOTHINQ PBYOHOLOQY. PRICES AND MATERIALS. 2fvw that tha wool Industry of the British Empire Is about to enter the field of publicity, doubtless speol&l attention will be given to the study of •lothlng psyohology by those who will eonduot the Important work of wool propaganda. Deeply rooted In mankind there is what may be termed a olothing psyohology whloh may afford boundless opportunities for exploitation, says the Australian Mercantile, Land, and Finance Co., Ltd. To-day, as throughout the ages, ■wool Is looked upon as the chief utility clothing material of oivllised peoples. In that respect—for utility purposes — wool appears to be well enough known among the masses, hut are the attractions and beauties of high-quality

woollen fabrics of various kinds appreciated as they might be, except by the comparatively few? There are latent-appealing virtues in wool, but the utility element Is dominant sometimes to a painful, though useful, degree. There Is food for thought in the tendenoy to rely upon mass production of men’s suitings, and Is this mass production altogether good for the wool-growing Industry? Men’s Suits. Upon the subject, one of the company’s clients, who returned recently, from England, made the following potent observations In a letter: — *» During my trip I saw that men’s suits could be placed In three classes. First, the 00s suit, the output of mass production; seoondly, the six-guinea suit, skilfully tailored; and thirdly, the high-grade artistic suit, which cost about it guineas. The first is a utility article, admittedly, but Just a body covering of average material and made up almost entirely by machinery. For this the lowest paid labour Is employed, and the manufacturer of the cloth is obliged to supply the material at out prices to enable the mass producer to earn adequate returns from the large turnover of suits at 50s each. The second is made by a master tailor employing experienced hands, and the material, style and cut of the suit are far superior to the first, while the third is the creation of the artist who uses

the best material and turns out a ( suit which It Is a pleasure to possess, j and the owner of It feels the better i for the wearing of It.” It would be to the benefit of the wool-growing Industry If steps be taken to foster the desire to use not only the best of materials, but the output of the skilled tailor. The more superior suits are used the less likely are the mass producers to dominate wool markets. And perhaps the woolgrower himself oould lead the way by acknowledging a measure of olothing psychology, and acquiring the habit of using the best, m the same way much might be done by women. Modern living conditions have created a special demand for light and flimsy garments, largely on account of convenience In laundering. This wear Is to a great extent made of fabrics other than wool, but wool also should pro lit increasingly by the special demand, as further progress is made by manufacturers In catering for modern requirements.