Salt Lake Telegram | 1932-04-11 | Page 7 | Millinery Firms Raise Production with Cheap Hats

Millinery Firms Raise Production With Cheap Hats Chapeaux Made So Inexpensive sive Women Buy Goods Despite Lean Purses Upturn Seen B By LELA LELAND D L. L CHESLEY United Press Staff Correspondent ST. ST LOUIS April 11 Millinery ll-Millinery Millinery manufacturers In this center of tho popular priced hat Industry have increased increased in in- in creased production by th the simple ex expedient expedient ex- ex of making hats so cheap that women will discard their old ones ones despite lean purses The average popular priced feminine feminine femi emi nine hat now retails for compared compared com coin pared to 4 in 1918 and 3 in irs 1929 according to Howard Elliott secretary secretary secretary secre secre- tary of the Associated Millinery In In- In Because millinery manufacturers here have been able to produce a stylish hat at rock bottom prices the ilic business is rapidly on the upturn Elliott said He estimated that persons are arc now employed in the in industry industry in- in in St. St Louis and more w will be employed within the next few months But for the gamble th that t manufacturers must take in turning out faddish faddish faddish fad dish hats that may or may not appeal appeal appeal ap ap- ap- ap peal to feminine America Elliott be believed be- be that good serviceable stylish chapeaux could be retailed for as low lowas as 50 cents It was estimated more than hats for women were made here last year In 40 millinery factories The total volume was more snore than in 1930 and a 1 corresponding increase is expected this year yean ear