Page 204 - DMGT552_VISUAL_MERCHANDISING

Unit 10: Dominance Factor in Merchandise Presentation

Notes
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Case Study The Know–It–All

ome months ago one of the Show Window’s agents called upon a prominent firm in
an eastern city to solicit their subscription, and was sent to their window trimmer.
SThat gentleman said to our agent:
“Why should I take your magazine? I have been trimming windows twenty years, and I
know all about my business. Your magazine can’t teach me anything. Show me a magazine
that’s been published over twenty years and I’ll subscribe for it, for I might get a pointer.
But I suppose I could teach you fellows more in a day about window dressing than you
ever knew.”
Our agent caught his breath, leaned against a post, and remarked mildly: “You can see by
our pictures what other people are doing in other cities.” That doesn’t amount to anything.
They can’t show me anything I don’t know.
“But,” said the agent, in despair, “you could see how much better your own work is than
everyone else’s. Every number would pat you on the back, so to speak.” The trimmer for
a moment wavered. Then he said decidedly: “I know I’m good, and that’s enough. I don’t
care to see how bad the other fellow is.”
Going out, our solicitor met the head of the firm and got a subscription. “I want to see,”
said the merchant, “whether my man is keeping up with the profession.” This was three
months ago. The other day this merchant wrote us, saying: “I’m looking for a modern,
up-to-date window trimmer. I find my man is one of the old timers, who knows it all and
can’t learn anything new. So see if you can find me a man who is learning all the while, and
can keep my windows in line with the times.”
Well, that’s the whole story; but it points to its own moral. Window trimming is never
learned. There is always something new being brought out, some advanced plan or
arrangement and construction produced, and these improvements are not the result of
one man’s study, but the conception of innumerable heads, all working in the same
direction. The man who thinks he knows it all is a self confessed failure. It is the wise man
who posts himself thoroughly on all that is going on in his line, and strives to keep abreast
of the current. Thoughtful men, able men, men of genius and artistic discernment are
constantly studying to make window trimming more effective, and old methods are
swamped every month in the flood of new ideas that are given to the world. There are
some simple technical details, which are always useful, and which every man should
know. But it takes more than knowledge of puffing and pleating and draping to make a
window trimmer.
One of the most successful men in the profession recently told me that he thinks of his
windows night and day, eats with them in his mind, sleeps with panoramas of windows
running through his dreams, and plans new ideas while he is at work trimming a window
he has previously thought out. He studies every window illustrated therein adopts every
good idea he finds, and endeavours to improve upon others. Nothing pertaining to window
trimming is so insignificant as to be disregarded by the man who aims at excellence. Hard
work, constant thought, and, above all, a willingness to learn what you don’t know is the
price of success. But do not let this discourage you—the same requirements apply to every
other trade or occupation.
Contd...

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