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EVENING PUBLIC LEDGER PHILADELPHIA, FRIDAY, AUGUST 1, 1U1U
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The Wanamaker Store Will Be Closed All Day Tomorrow
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TTie Orf Rule Holds Good The Way to Have the
Greatest August Furniture Sale
Is to Have the Furniture That People Want
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YOU should choose your furniture as you choose
your friends. This is not new, but no matter.
The point of it is that true friendship never shows
signs of wear, and furniture should be made as near
to that ideal as possible. "
. Ideal is a very common word these days, but the
translation of it into fact or action is not quite so com
mon, indeed it is not always easy.
Furniture that would be ideal from the viewpoint
of half a dozen people has probably never been made
and that is a good thing. Incidentally, that is one rea
son why the sale that has the greatest number of dif
ferent types is the best sale for everybody. It is a good
thing that people's ideals in furniture vary, for were
they all alike there would be no need for designers to
seek constantly after newer beauties and more endur
ing quality.
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There is an old saying that "every eye forms its
beauty" and naturally there must be different types of
beauty to appeal to different eyes.
Beauty in. furniture follows certain well-recognized
lines, all of them tracing back to the first principles of
design and the elemental harmonies observable in art
and architecture.
Apart from these fundamentals, all furniture of
standard design is a reflex, either of the man who pro
duced it or of the age in which he lived.
You can see the Renaissance mirrored in a side
board and the mind of Thomas Sheraton in the
straight, simple, austere-looking lines of the design
which bears his name. The pity is that so much furni
ture supposed to be "period" furniture is true to
"period" in everything except the spirit of it and that
is the vital thing.
In assembling furniture for this August Sale we
have to be particular "about a great many things.
x Naturally we have to keep a sleepless watch
regarding essential quality, general desirableness and
soundness of value at the price, but along with that we
try to secure only those designs which are most worthy
of the names they bear or of the periods to which they
belong.
TO anybody looking for a dining room or bedroom
suit that is a worthy example of the period to which
it belongs, this August Sale presents a choice that is
literally incomparable. The literal part of it is that the
choice of fine suits in this sale is at least three' times
greater than-will be found anywhere in this part of the
country. This is an arithmetically demonstrable thing
as distinguished from an advertising generalization.
It is also a fact worth remembering, because it is
important for people with anywhere from $150 to $1500
to invest in a suit of furniture to know that in this sale
they have a field of selection which makes them many
times more certain of getting just the desired suit than
they could possibly "be where the choice is so much more
limited.
Of course this fact is being all the time more and
more realized and that is one reason why this Sale has
now become something stupendous the greatest event
known in retail merchandising the world over. f A fact
of which we are glad and which, as we look at it, means
for us a real responsibility, the responsibility to uphold
at all hazards the sound old principles and high
standards for which these sales have been celebrated
from the very beginning.
Furniture, Furniture
Everywhere, but Not a Piece
Too Many
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E have told of the tremendous stocks that are
behind this Sale. We have printed the figures,
ascertained by actual count showing the numbers of
different pieces and suits shown on the floors.
Our object in doing this was to give exact informa
tion about the Sale and to vindicate the general state
ments which we made regarding the scope of it.
The thing that most concerns us regarding these
quantities, however, is not their incomparable size.
What we should like to be certain of is that there will
be plenty for everybody three weeks from now.
We have never had so much furniture in any sale,
but we haven't one piece more than we are glad to have
especially in the face of existing market conditions.
Wanamaker furniture at the price marked on it in
this Sale is a fine investment.
Wanamaker furniture at a reduction of even 10 per
cent represents a saving today of anywhere from 20 to
50 per cent, because most of the goods in this Sale have
advanced 20 to 50 per cent, some even as much as 70 per
cent, within the last few months.
Except in the case of a limited number of things
our reductions are from prices that were already appre
ciably below the market.
So far as human observation can discern, anybody
who is likely to have need for furniture for some time
to come will be wise to buy it now.
In a business way that is as true a thing as we know,
but it is equally true that this is the Sale to buy it in.
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A Sale of Furniture Not a
Sale of Price Tags
THESE Furniture Sales are too great, they mean
too much to us, to permit of anything false, decep
tive or insincere in connection with them. There is noth
ing about them that we have to hide; nothing that we
are not prepared to answer for. l Ut$c human, we are
liable to err, but being, as we hope, JJciently sensible,
we are willing to learn from our misl es.
So far as we know there is nott in this Sale one
unworthy piece of furniture, taking price, variation of
people's tastes and of people's needs into consideration.
There is not one piece of furniture in this Sale that
was originally overpriced to the extent of a nickel.
Like all Wanamaker Furniture Sales it is a sale of
attractive furniture, not a sale of attractive price tags.
About all that can be said of some sales is that the price
tags in them compare favorably with those in other
sales, but there the comparison stops short.
If furniture is to last like true friendships
through the years it must have something more sub
stantial about it than the cardboard attraction of a
seemingly large price-reduction. A saving of 10 per
cent on the thing that satisfies and serves is better than
a "saving" of 50 per cent on the thing that does neither.
All the savings in the Wanamaker Sales are based
on one thing good quality in the furniture. They could
not be on any other basis and be as real as they are,
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JOHN WANAMAKER PHILADELPHIA
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