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Show FARM FASHION SHOW Pennsylvania Department Store Takes Fashion Show to the Farm "How you gonna keep 'em down on the farm, after they've seen Paree?" . "Easily," says Max Hess, Jr., of Allentown, Pa. "Just bring Paree to the farm." That's exactly what Hess is doing with his caravan of fashions taking the latest fashions to the farms of Pennsylvania and New Jersey. With the Increased cost of transportation trans-portation and the limited time which the farmer and his family have for shopping in town, this service ' means not only a saving in time, but money as well. Aside from these aspects the interest in-terest that a fashion caravan of this kind brings to a community is tremendous. When the summer edition edi-tion of the Hess caravan made a stop recently at the farm of Horace Kirby of Macungie, Pa., a large part of the rural population turned out to see the event What they saw will not be forgotten soon. Out of one of the station wagons piled five attractive mannequins, and disappeared into one of the trailers wherein the costume changes were made. A runway, from the trailer was soon set up as well as a microphone, over which Mr. Hess talked about fashion highlights, as the models paraded up and down the runway. Presenting Present-ing a complete summer wardrobe from bathing suits and play clothes to summer dresses and evening gowns, Mr. and Mrs. Farmer and their family were given a complete preview of fashion for the summer. Although no attempt was made on the tour to sell anything to the public, Hess believes it's good psychology psy-chology for men to see how their wives spend money for clothes. He believes the tours create good will for his store and many of the clothes shown will finally find their way into the homes of the people who have seen them. And so now the department store goes to the customer on the farm. And most merchandisers believe that Hess has a wonderful idea. It may be that the idea will spread into the west where distances made shopping trips to town few and far between for the average farmer. |
