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Show .PWOWJI 4IMmjUHHW.PIML. mm U- 1 1. 'i I i ,i .11 11.H . 1 l .1 .1. . n .1 . i,.in,. 1, 1.1 ,1 " U! .JUT-'. -VtA--1 -mil I THRIFTY POLICIES REAFFIRMED ON FORTIETH ANNIVERSARY Of DEPARTMENT STORE CHAIN I il ) f life 11 rni-iV 11 an 1 - -vi J j .,' ' . . T"" The Company has iraveueu . ; i t ' r long road since Mr. Penney' flnt ; l- ,. . J 1 UtIe store In Kenunerer. Wyo- $ -'JSj ming (Right). Now It includes y v , - tA such stores as the Company's , , ' , , largest, in Seattle (Above). A. J i 8 V; .- 'r i r i. ' ? : 'I . , I a r s-'- vv;' i i H - f-v r "A V-' - I . J. C. Penney Company, in Nation-Wide Celebration, I Points Out Country's Need For Universal Economy. In a celebration featuring the historical his-torical background of the business, the J. C. Penney Company marks Its fortieth milestone. 1609 stores all over the country are taking part in the celebration, which extends thru the month of April. The keynote ol the event was set by the founder or the Company, Mr. J. C. Penney: "We have chosen Thrift as the theme of our 40th anniversary," said Mr. Penney, "because it seems to us particularly timely to stress the need for our return to pioneer simplicity. sim-plicity. Today America is at war. Now, In wartime, because of the tremendous Job ahead of us, we must learn again to work hard and to live simply to put Into the pra-serving pra-serving of America what we once put into the building of it to return re-turn to the old ways of thrift and savings that were the general rule at the beginning of this century. LlIiiwiiiiwi Tji MA 'ffi .Vi z g&Xr lulttwmn J Mr. Penney behind the counter during dur-ing the closing days of the Company's Com-pany's fortieth year, a place he still loves to occupy after 40 years of storekeepulf! a "We feel that the Penney Company Com-pany is well equipped to make a substantial contribution toward the Thrift and Savings of the nation -because the Penney Company knows from long exeprience what Thrift ls all about. Thrift is nothing new to the Penney Company lt ls out-stock out-stock In trade. When the Penney business was founded, In 1902, hard work and spartan Jiving were the general rule. Our first little store In Kemmerer, Wyoming, was dedicated dedi-cated to Thrift, and all through the years, as our business has grown, Thrift has continued to be our guiding principle." This thrift theme Appears In advertising and window displays In Penney stores all over the nation, together with messages reminiscent of the early store days by Mr. Penney. r Back In 1902, when Mr. Penney founded his first store, he found 1 that many people who could ill af- H ford it made a practice of buying everything on credit, and "paying H up on pay day." He came to the H conclusion that he could serve people H more economically by selling only R for cash thus eliminating credit costs. Mr. Penney found, too, that haggling hag-gling over prices was a general practice, and making a purchase or a sale became a battle of wits between be-tween customer and store keeper. It was this that decided Mr. Penney to maintain a fixed price, and as soon as his customers found that that fixed price was the lowest price, they expressed their appreciation in an impressive loyalty to that first small store, and through the years, to all other Penney stores as well. Mr. Penney tells of his many planned plan-ned economies in the conduct of his business economies, many of them small, which added up to a successful and profitable business. One such economy was Mr. Penney's decision to offer no delivery service ser-vice to his customers. In connection he remarked, "My customers carried car-ried their packages from Penney's Golden Rule Store; and they did it gladly because they knew that my No Delivery policy helped them to buy for less. "I resolved that nothing should ever be wasted in my store?. Time and energy, string and paper, all were carefully conserved to avoid any expense that might boost prices." The management of the Penney 1 Company, which in 43 years has I grown from one store to 1609, still H adheres to the policies laid down 1 by Mr. Penney at the very outset. B Quoting Mr. Earl Corder Sams, pies- ldent of the Company, and lifelong I associate of Mr. Penney: "The Pen- 1 ney Company still believes in, and i practices, the thrifty methods of I 1902. It stands ready to help Amerl- 1 ca save at a time when savings are H essential!" 1 |