Show t 12 R : THE SALT LAKE TRIBUNE SUNDAY MORNING - AUGUST X i - W i i i i fe : 7 1938 y'i ' w t )i j 'jyty'-'t- 4 t- - iLJf I' !) ' '' Ecautiul now xlepartmcntj '' ' ' ' '' 1 ' smart new budget chops xuncncafa smart cot fmhlom Cn west's greatest fur sals witmanyQ C H I ths center u ' ' ‘ ' ' ‘ ' '!&?£ Fell cf Cjwc xnterest this a ''A' x ' Z CM lfashion buyers return this fall a parade of values in soon to come our greatest FROM FASHION SCHOOL FASHION-RIGH- T OF AMERICA'S SUCH AS YOUV'E NEVER SEEN BEFORE WITH With clinical information At Z C M I Twice each year FOREMOST AUTHORITIES ZCMI sends its fashion buyers and Executives to the Amos Parrish Fashion Clinic in New York for its thorough and scientific analysis world-famou- s and forecast of fashions Eight ZCMI buyers attended the Fall and Winter Clinic July 12 and 13 before enter- - ing the buying markets insuring the women of the west the most authentic fashions in America CLOTHES AUGUST FUR SALE with Vogue's information with information from our own college survey made in coopera- tion with one thousand Salt Lake City school girls Z C M I THE WEST'S BIGGEST VALUES'1 you'll find the most brilliant collection of luxur- ious furs ever assembled Furs of only prime pelts per fectly matched and made to our specifications Furs we stake our reputation on as the only kind you can afford buyers bought authentic Fall Fashions featuring the new silhouettes the new French Court and Eighteenth Century Artist colors Clothes you want at prices you want to pay Prices that are 20 to 40 under what you paid last year This year more than ever it will pay to buy ZCMI to buy Masterpieces of fur craftsmanship in every detail at prices 20 to 40 lower than last year This is the season to buyfurs and Z C M I is the store at which tobuy them Watch for this 'our greatest August Fur Sale df beginning a series of new college clothes selected by for the thousands of children STORE IMPROVEMENTS VOGUE - HARPER'S - LIFE GOING BACK TO SCHOOL TO AUTHENTIC ADD THREE BUDGET DEPARTMENTS STYLES EXCLUSIVE AT ZCMI THE BEST VALUES IN SIX YEARS ' In keeping with ns policy of continual improvement ZCMI announces immedi&teqolans for new modem Lugand Candy De- gage Sporting Goods China TeO-Roo- m 'VvSi partments also the addition three Important budget shops on the street floor— Ladies' Shoes MilTmery and Dresses of These shops come in response to thousands requests for exclusive styles at low budget prices of Never before have we had such smart colorful quality Only at ZC M I will you find America's smartest Back-to- College clothes — fashions that are set by the students of Americas leading school and-thayou see in Vogue " Harpers and Life mazagines ZCMI was selected by Vogue magazine America's leading fashion publication to show its college wardrooe exclusively in Salt Lake t 11 The Vogue College Wardrobe was selected by the Vogue editors in cooperation withOOQ American Coeds City clothes at such low prices and never have we had' such ' ' “a complete collection of schoob clothes Teen-ag- e from - 11 especially the fashions that are identical ta adult styles sized " to 17 and 12 to 16 Z C M I s Fabric collection too the finest and lowest priced in years For your children's success at school be sure to buy at Z C M I is ' |