Historical Newspapers of South Carolina

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0L UMBIA STORES t 1AI 0 FOUR SEASOM Apring, .3ummer, Autumn and Winter Merchandise Featured in Four Annual Openings. MISUMMER OPENING MAY 3-8, INOLUSIV! To Sho'w Shoes, Hats and Outei Apparel for Women Espeo1ally Designed for Requireme' ' Each Season. With the hot summer days 4r proaclihig milady's mind nutur ally turns to white footwear, mid summer headgear and airy gowni designed for comfort during warn 'ieather. Long ago the men say the advantage in changing licavi woolen apparel for the comfort able Palm Beach suit, straw ha and white shoes with the very be ginning of the summer senson This changing to midsummer ap -parel was both comfortable an< economaical. T he campaign for distiiitiv, Imerchandise for eaeh of the fou seasons, with separate opeiniig, .at the beginning of each seas] has enlisted the cooperation o Columbia's leading stores aM specialty shops. Many of tihe buy ers have now returne( from Nev York and the Fistern style el ters after selecting midsummume apparel and the stores are n1o1 arranging stocks and (lisplays fo the first distinctive inmi(summe opening to be held, begmnimg th week of May 3 to May 8. 'Tlhi display, it is announced, will con tinue on through the week of th . South Carolina Music Festival a Columbia, May 14 and 15. The campaign recently inau. * rated . among the nierchmant means that Coiumbif is doin something unique in the world o .-fashion, something unsurpassel .even by greater cities. This cai paigi has for its )urpose th adapting of fashions to season -and not to continue the ol( meth -od of forcing women to wea clothm6s adapted only to two sen sons. As there is a sprinl,,, summniem autumn and winter so there vill in the future, be clothes that mi lady may wear for iaclh of thos seasons. It will not he necessar fdr the sensible woman to subjec herself, to the ridiculous but iii evitable stylishness of wearini furs and velvet in the summe time when she generally feels lik wearing organdies andl georgette nor of putting on her new sprini straw bonnet while yet cold wind are blowing. * This idea is aldreald in opera tion in the North in millinery line, but nothing has been donie so fa in the way of applying the sam idea to wvonmen's shoes mind dres -apparel. ,Thmis campaign, alpply ing the idea to shoes, dresses ani lingerie as well as hats 'by3 th merchants of Columbia mean that South Caroinma women wil have the opportunity to select thm ,very newest and1 best appharel her without'the necessity of a visi tp Atlanta or Newv York, amnd wvit the more rapid turnover of stock due to the shorter seasons, th *merchants can mark their good at a closer margin or profit ani apply in a practical way the wel known business building maxir "Quick sales and small profits, with a direct price benefit to th hvemen of Columbia as well as t -out-of-town shopping patrons. * Nor is' that all, much as the tw above mentioned results will hmoli The city of Columbia is the huh geographically, of South Carolini There are numerous trains coir ing into the city and going ou -each day. Women from all ove the state and nearby cities i other states ean easily get into thm city, (do their shopping and leav in one day. T~hey wvill conie t *Columbia because they will fee that they can get the bjest fol thi best prices and that it is no loung -er necessary to go to Atlanta o -larger cities for what they want Practically ovory merchant of we men's wear in the city has joined I tho campaign and not a single oni has refused to show interest ort sa'y that it is not a good thing. N( only will- the women be lncised c the ''ea of having spring,- summo1 Sfall End winter .openIngs which wi bring home to them the very nowei and best that is to be obtained I Women's fashions, but it will als moan that the merchants who here tefore have done active businii ul through certain months of the yea will find their places of buiness tak4 sing on new life and the dverhead eo pens on each individual sale will bi materially red.ucd by the volume c business done during the year.' 'The Columbia stores taking an ac t1ve part in the four season campai~ : SmIth's, Hlifrich, Caldwoll Hatiwanger's, F. B3. Sliackelford Ce Ben Marche, J. C. Moore & Son, Oui bok Oloak and Suit Co., Globe Dr r ood. Co., Bull Dry Goods Co, Levei lhe shoe saan; Watson's ~hoe Ce . oting-NSekerson Slhee C, & t'lieoh & omMaynard hoe Co FORMAl t .Columbi Featu, S Summer S The apparel that m will be entirely separa seasons during the y hence the creation by t r Fe( Ac Dis S S' The New York and est distinctly Summer discriminating womer 8 Summer apparel. e The merchants wh their shops appropria parel for sport and dr with anticipation and r a cordial and welcom Helf rich Outlook Clo - ,Smith's Maynard SI tBon Marche .Lever, TIhe, Stelling-Niei Watson's Sh SUMMElR Oy the Merchants Specialty Shops a, May 3-8 ring Distinctive New J. Apparel for Suj rill be shown. by the merchants wl te and apart from the Spring app ,ar and women appreciate dress these merchants of this new idea, ituring Summer Garme 3essories, Summer Hats tinctive New Summer F Eastern style centers have been se creations. Neither effort nor expe of Columbia and South Carolina o are participating in this distinc teiy arranged with attractive disp ess occasions, mid -summer footwe knowledge that the ladies will gre e manner that has inspired this op ak &Suit C Hal F. I toe Co. .Cal< Glo Shoe Man~ Bull :erson Shoe Cs M. De(ZCo. The OPENING and at , Inclusive ferchandise amer Wear iose signatures appear below irel. There are four distinct ing in seasonable garments, a distinct Summer season. ints and and rootwear arched thoroughly for the lat ase has been spared to give the the newest styles for distinct t Summer showing will have lays of summer hats, outer ap. 1r and dress accessories. It is* et this novel effort of theirs in portune movement. . Moore & Son tiwanger's ~. Shackelford Co. I well's be Dry Goo'ds Co Dry Goods Co, E~hrlich & Sone Booteri.