Broadcasting Telecasting (Apr - June 1951)

A Message to Milady . . Proved Radio and TV's Worth In Selling New Clothing Styles By FRANK RYHLICK RADIO & TELEVISION DIR. ROSS, GARDNER & WHITE ADV. AGENCY, LOS ANGELES TWENTY-FIVE years ago, when the fashion industry on the West Coast was in its infancy, Jaclane of California became a pioneer manufacturer of women's coats and suits. Today, established as one of the oldest companies in the business, Jaclane is pioneering in an * other field by becoming the first West Coast company of its kind to explore the advantages of radio and television advertising. Traditionally, coat and suit manufacturers in this region have relied on trade magazine advertising to reach their dealers, and on individual retailer efforts to tell the story to the public. Radio was frowned on as useless circulation, a waste of money. Television was regarded as a gamble, somewhat more hazardous and far less rewarding than the green covered tables at Las Vegas. But in 1949, Jack L. Goldberg, dynamic and enterprising founderowner of the Jaclane company, decided it was time to re-examine the facts, to question some hallowed advertising cliches. A Readiness to Accept New Ideas on Selling If he had learned anything in the quarter of a century since starting to sell for himself instead of for someone else, Mr. Goldberg had learned that progress depends on foresight and willingness to accept new ideas. He also knew that his company could not maintain its enviable status quo by sitting still, despite the fact that the quality of its coats and suits for women had long been accepted in the 11 Western states and Texas, and that prestige accounts in New York and Chicago were beginning to send buyers to him. After discussions with William W. Schweit, account executive of Ross, Gardner & White Adv. Agency, Mr. Goldberg summarized his thoughts in this way: "It seems to me that the best way to help our dealers would be to educate women in the proper way of buying their coats and suits." That was a big order. From the Mr. GOLDBERG earliest days of the apparel industry in America, garments had been made in what might be called classic sizes. A woman would ask for size 12, 14, 16, etc., depending on the realism or optimism of her self-appraisal. Later, the so-called "missy" sizes — 11, 13, 15, 17, etc. — were manufactured. But all the original sizes were made for the American dream girl, the tall girl, the model — the "whistle-bait." The average woman, with a little here and a little there and a little less in some other place, would go into a store and valiantly ask for a size 12. She got her size 12, and was even able to wear it — after practically everything but the color of the cloth had been altered. When garments began to appear in half or intermediate sizes, women received them with about the same enthusiasm as they contemplated their birthdays after the age of 29. The average woman felt she would rather march into a store and ask for a pair of falsies in a clear and ringing voice, than to tell the clerk she wanted to try on a half-size suit or coat. Delicate Selling Needed For Half-Size Styles From its earliest days, Jaclane of California had recognized the need for half-size garments, and had concentrated on them. Many dealers who sold them used such euphemisms as "specialty size" or "12A" to placate milady's vanity. Once the objective of the experimental advertising effort was decided upon, Messrs. Goldberg and Schweit found themselves in agreement that radio would be the proper medium for presenting an educational story. In keeping with the quality o Jaclane garments and their dealers a half hour Sunday evening re corded concert program on KFAC the Los Angeles "music station,' was selected. Entitled Your Con cert, it was scheduled at 7:30 p.m Steve Rose, son-in-law and partne of Jack Goldberg, and an accom plished musician and singer in hi own right, worked with the statioi in selecting type of music desired First program under sponsorshij of Jaclane of California went oi the air Sept. 3, 1949. . . . The com mercial message took this unusua and rather risky aproach: ". . . According to a factual surve} the average American woman is fiv< feet, five inches or under. In sevei out of ten cases, when she buys coat or suit, the garment require alterations. Jaclane half-sizes wer' developed especially to offer a mori perfect fit for the average woman thus reducing alterations to a mini mum. In many cases, no alteration: were required. There is a common belief amonj many women that half sizes are de signed for the matronly figure or fo older women. Nothing could be fur ther from the truth. Whether you arc 16 or 60 — stout or slender — if you ar shortwaisted or under five feet, fiv< (Continued on page 42) Page 40 June 18, 1951 BROADCASTING • Telecastinj