Promotion of Hoarding

Hoarding last week stirred up Women's Wear Daily, which is to department stores what Variety is to the amusement industry. Earl W. Elhart, editor of its retail executive page, got mad enough to bite the hand that feeds him, and bite it hard.

After a swipe at "the skillful work" Washington did for the auto industry in publicizing its curtailment plans ("a cash value of hundreds of thousands of dollars in increased sales") Editor Elhart tore into the subject of fabric conservation. He wrote:

"It is gratifying to note that hoarding is going on at an unprecedented rate. Previous experience has shown that to get hoarding well organized you should proceed with a maximum of secrecy. The rules have been well observed in this case. During the past several months numerous meetings have been held with industry advisory committees at which, of course, everyone has been sworn not to breathe a word. Everyone understands the rules of the game from this point forward." The rules:

> The manufacturer, of course, calls his "pet retail accounts" to tell them about the approaching curtailment, "of course" adds that if the buyer is smart he will immediately knock down the merchandise manager or the boss if necessary, and get some extra folding money to put into inventories. Then, after more "secret" Washington powwows, the proposed restrictions "become known to even the obscure assistant buyer of The Big Store of Podunk" and manufacturers find themselves "forced into annoying and exasperating off-season production" (e.g., women's fall coat production in January and February was 30% above a year ago).

> "Retailers begin to do their part of the job so that consumers can also cooperate in the hoarding drive." Though "somewhat handicapped by the self-imposed restriction against scare advertising," they still find subtle ways ("like promoting ageless fashions") to persuade their customers to buy now what they won't need for months. And: "It's simply grand the way the public is cooperating. It appears that almost anything made of wool just walks out of the store. Some stores are now doing more business in woolen lines in a week than they did in a month a year ago."

All this happens during the "secrecy" period. Most of the damage is already well done by the time the Government puts its official restrictions in force. "It has been demonstrated," concluded angry Mr. Elhart, "that it is best to hold these off as long as possible if maximum hoarding is to be attained. . . . While it is difficult to see how the situation could be much improved, some thought might be given to the setting up of a well-staffed office with independent powers which would be called the Office for the Promotion of Hoarding."

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