(Registered with U. S. Patent Office)
Volume VII
HIGH POINT, NORTH CAROLINA, OCTOBER, 1953
No. 11
MESSAGE
ER0.\1 THE
PRESIDENT
TO MY FELLOW WORKERS:
Looking over a sales report the
middle of the month I encountered
a striking fact. It had to do with
our Plaid Hack garments.
Anvil salesmen have placed
these garments with an amazing
number of dealers who bought in
preparation for the back-to-school
demand for children’s goods. Our
own selling started last April and
’hool sales of retailers reached
teir peak in September. Now you
might expect volume to drop. But
quite the contrary. Far from de
creasing, Plaid Hack sales rise so
steadily that in the week of mid-
October orders from dealers were
double the quantities of the week
before.
That is an impressive record in
itself. But I believe we should also
think about the reason for such a
record. For that reason underlies
all Anvil Brand stability and prog
ress like a sturdy foundation stone.
It might be called Industrial En
terprise.
It could be defined as manage
ment vision, production skill and
selling proficiency which create a
useful article and broadcast it to
an appreciative consumer market.
Of course we didn’t originate
Plaid Back cloth. But we did origi
nate a faith that we could use the
material in garments so cleverly
designed and skilfully made that
the public would buy enthusiasti
cally and wear with satisfaction.
In a way we invented something,
and through Industrial Enterprise
we gave consumers a lively and
refreshing new line.
Day after day you see the prac
tical working out of such “enter
prise.” An important percentage of
our daily production can be credit
ed to lot numbers which were
“first” with Anvil Brand.
We have been told that- while
lace back garments have long been
made in wool, primarily for Navy
(Continued on Page Two)
Teamwork
Stressed
By Short
Superintendent H. T. Short, in
discussing the recent sales confer
ence held here and the challenge
put to Anvil Brand salesmen,
pointed out that the success and
growth of any company depends
upon ‘teamwork” from each mem
ber of the firm’s family.
“Our salesmen’s customers are
our employers,” he said. “If we
make inferior garments the cus
tomer will not buy them a second
time. Sales fall off and that, in
turn, lessens our need for produc
tion. With inferior garments we
would cease to be a growing Anvil
Brand.
“No company can stand still
long. It is like a wagon going up
hill. It continues to move foi*ward
or, if it stops, it will soon roll
backward.”
Anvil Brand employees work
steady, Supt. Short pointed out.
They do this only because each
member of the Anvil Brand fam
ily contributes his or her full share
to the task at hand, he believes.
“The purchasing department has
used foresight in the selection and
(Continued on Page 8) •
12-Slar Pants, Plaid Backs
Studied At Sales Meet Here
Selling points for salesmen was
the order of the day when Anvil
Brand’s sales department called in
all the company sales representa
tives for a conference here on Sep
tember 26. In all day sessions held
at the Sheraton Hotel company of
ficials brought the salesmen up to
date on recent improvements made
in Anvil Brand garments, placing
emphasis on plaid backs and 12-
star pants.
As Sales Director Hugh Webster
explained, in speaking of the im
provements in the utility pants,
the new features are ones around
which the salesmen can “romance”
the garment. By romance, he
means selling points about which
both the salesman and his cus
tomer can become enthusiastic —
features that will lend themselves
to merchandising of the garment.
They are features which will make
the consumer — or the store
owner’s customers — happy by
long wear, better appearance, and
comfort for the wearer.
In the 12-star pants, Webster
explained, some of the new fea
tures are original, some have been
borrowed from Anvil Brand’s com
petition, and others were suggest
ed by the sales representatives
■who, by being in contact with An
vil Brand’s customers day by day,
have learned what the consumer
^ is looking for in a utility garment.
The salesmen were acquainted
with every point about the im
provements in the pants and, to
assist them in explaining these to
their customers, the sales depart
ment has prepared for each man
in the field an illustrated brochure
which gives every detail of the 12
major selling points.
The brochure includes a copy of
the company’s advertisement in
the September 25 issue of the Daily
News Record, a trade journal read
by most retailers of work and
sports garments. Other ads sche
duled for this paper will bo for
warded to the salesmen as well as
the company’s “direct to the con
sumer” advertising in such maga
zines as Saturday Evening Post
and The Farm Journal.
A new, three-color “tag o’ fact’s”
for the 12-star utility pants carries
the notation “as advertised in The
Saturday Evening Post” and places
emphasis on the safety pocket and
waistband construction. In addition,
the consumer is told that the pants
are constructed of laundry tested,
color-fast materials and thread;
has reinforced strain points, in
cluding lined, triple stitched crotch;
has “non-rip” sewed flat leg seams;
is full cut with generous outlets;
are patterned for action and com-
(Continued on Page Two)