Indianapolis Times, Volume 35, Number 97, Indianapolis, Marion County, 3 September 1923 — Page 6

6

Spirit of Progress is Featured in History of THE FAIR

Institution Was Founded 18 Years Ago by Messrs. Louis, Leo and Edward Traugott. It Has Enjoyed a Phenomenal Growth

In the fall of 1905, The Fair was founded by Louis Traugott. lie was assisted in this little store at 417419 by his two brothers, Leo and Edward. At this time enly a small stock of men’s and women’s furnishings and shoes was carried. Tomorrow this store is holding a formal opening in its newly enlarged and improved home at 311-325 West Washington Street. Since the beginning, the Fair has been operated under the same management and a steadily growing clinetele has been built upon the fixed policy of giving the public standard merchandise at popular prices. In 1905 it was found that an enlargement was necessary, so the store was increased until it included the space from 407 to 419 West Washington Street. Came to Prseent Site in 1920. Even during these first few years the progressive policies, the inherent honesty of merchandising and the sound judgment of the Traugott brothers was being recognized, and so in 1920 a big step of advancement was made by The Fair in order to keep pace with the steady growth that came as a natural result of the good will of the patrons. At this time The Fair moved into a modern fire-proof structure with attractive exterior and much more commodious quarters at 311-321 West Washington Street. Although there was a difference in the physical appearance of the store because of the enlarged space, modern improvements, etc., there was absolutely no change in the policy of the store and as little change as possible in the personnel practically all of the old employes went with the owners into the new store and have still continued in their employ up to the present time—this attests the fairness of the managers to those whose livelihood they make possible as well as to the general publicThe Only Store in Central Indiana That Completely Outfits Entire Family Starting, as it did with only a few line of goods, The Fair enlarged its departments to keep pace with its growth until, at the present time, it stands as a model of a ready-to-wear store, carrying a complete line of clothing and furnishings for the outfitting of every member of the family from head to foot. In this, the store is somewhat unique, for there are very few exclusive ready-to-wear stores in the whole country carrying such a complete line. In this particular city it stands alone. Its present location is in the heart of a rapidly growing greater Indianapolis. No longer is it possible to hold the shopping district to a radius of a few blocks, and West Washington Street furnishes a direct path in its development. Always Vitally Interested in West Washington Street The “Traugott Boys,” as they are termed by their many frier ds, have always been vitally interested in the welfare of the West Washington Street district, and they have given lavishly of their time, energy and talent to make this an enterprising up-to-date district, and much of the credit for the wonderful development of this section during the past years can be laid to their efforts. Today The Fair not only stands as a beacon in the West Washington Street sec-

tion, but it is a credit to the city of Indianapolis and to the state of Indiana. Widely Recognized Business Reputation The Fair has established a reputation not only among its patrons, but in the markets of this country as well, where it receives an excep tionallv high standing. It is widely known as a store that handles up-to-date merchandise of good quality at popular prices. So firm has been the business policy that The Fair has neyer experienced a year when it did not show some growth, the panic of 1907 and other years of financial depression. At the same time that The Fair has been growing and extending its business field it has been helping to make Indianapolis the popular and huge shopping center that it is. The Fair’s influence has steadily advanced within a radius of seventy-five miles around Indianapolis, for people have recognized the fact that they can buy here with absolute confidence, whether by personal shopping trips or through the mail. The Fair is an integral part of Indianapolis, and with eighteen years of unquestioned success behind it, it stands ready to enter the biggest and broadest field in its history, armed with the confidence and that with them they carry the good will of the whole city. Millinery Department - Is Greatly Enlarged. The millinery department of the newly enlarged store is very comparable with the best millinery departments in the city—both in respect to the space it occupies and

jf!,. Introducing One of Indianapolis' Most Wonderful Millinery Departments Soon one will hear frequently in the circles of well-dressed women, “If you want a really tasteful, distinctive hat, regardless of the price you want to pay, go to The Fair.” For tomorrow will mark the opening of one of the finest departments, displaying a collection of magnificent millinery in all the latest colors and styles, at prices that will startle the whole city. This magnificent department is located at the left of the elevators occupying a large section of our new daylight second floor. Beautifully furnished with latest fixtures, fitting tables and mirrors. Visit this department tomorrow and admire its beauty. *, "N Given Away This beautiful imitation m leather hat box given away m IBlif with every $5.00 purchase made in our millinery department on OPENING DAY . —The Fair

in the type of hats displayed. The department has been advantageously located on the second floor, convenient to the ready-to-wear. It is away from the confusion of the street and makes shopping for a hat a pleasure. Plenty of fitting tables and mirrors give the customers opportunity for trying on hats; display cases around the room give ample space for showing the more select models. It is the intention of the manager of this department to carry smart, yet conservative, styles in good quality of material and workmanship. The general attractiveness of the second floor furnishings make a delightful setting for the beauty of the millinery displays. The women’s ready-to-wear has been moved from its old position on the first floor to a lovely new department on the second floor. This has been done so that the women shoppers will have as much room as possible in which to shop, for it has been proved over and over that the woman buyer hates to be crowded or cramped for room when buying ready-to-wear garments. She likes to inspect the garment, try it on and parade before the mirrors in order that she may see the back, front and composite appearance of the garment before she finally decides to take it. Every facility of convenience that will make for the satisfaction of the woman buyer has been provided in thh department. In addition, the department has been ideally arranged and has been so furnished and finished as to make an artistic background for the

THE INDIANAPOLIS TIMES

THE FOUNDERS OF THE FAIR

MR. LEO TRAUGOTT Ifck MR. EDWARI TRAUGOTT .......

beautiful merchandise that is on display. Lines of Merchandise Much More Complete Never before in the history of The Fair has the store carried so much beautiful new merchandise as it ioes today. All the new stocks have been chosen with careful thought and attention so shat the buyer would get new styles in a standard quality of merchandise at popular prices. Not only have the stocks been well chosen with regard to style and materials, but arrangements have been made so that they may be artistically displayed. Cases attractively displaying new styles have been placed around the department on the second floor. Smart Apparel for Stout Women As in the past especial attention has been given to stylish apparel for stout women. The ready-to-wear department is carrying a big

line of modish garments for stout women, and here the woman who experiences difficulty in being fitted because she calls for larger garments will find a wide range of models from which to make a satisfactory selection. Here she will find clothes that are not only beautiful, but they are so fashioned and designed as to be becoming to her figure. Selection of Clothes Is a Pleasure One thing that adds much to the pleasure of selecting clothes in this new department, and this same thing

* to- Wear Floor One of the show places of Indianapolis will be thrown open to the public tomorrow morning. A,woman’s floor, surrounded by an artistic atmosphere, distinctly feminine. Rich, spacious and thoroughly in accord with the quality apparel it displays. A rendezvous of quality anfi style without extravagance.

Entrancing Beauty Displayed in the Dress Departments Os unusual interest is the wonderful dress department, occupying a large section to the right of the elevators. Beautiful dresses and gowns from every fashion center have been assembled here. Styles and colors all the latest for the coming season. Coats , Capes and Wraps of Newest Materials and Models There is almost an unlimited assortment of choice in the Coat and Cape Department, from lavish styles down to tailored and sport coats. Colors and materials that will gain in popularity as the season advances. Many are richly trimmed with elegant furs.

These splendid groups come from the foremost designers of the country. Selected by a staff of experts who, with a keen eye to the preferences of Indianapolis women, have chosen from countless displays of fine merchandise, those things that measure up to our exacting standards of smart style, value and workmanship, and your particular needs. Regardless of your purse limitations your preference is here at a satisfactory price. —The Fair

holds good for the store in its entirety, is the fact that an abundance of daylight, whieh streams through the windows on three sides of the building, makes artificial light unnecessary. For this reason colors may be chosen with accuracy; one will know the exact shade he has chosen and will see the garment before he purchases it, just as it will appear when it is worn on tbe street. A Very Complete Baby Department In the rear of the elevators on the first floor is a

splendidly stocked baby department. Here the mother will find everything for a baby only a day old to the little tot of two years. Complete layettes in varying styles and materials may be had for the wee baby as well as all the crib and baby basket accessories. Lovely wax figures display the cunning clothes for the little child of two years of age, giving the mother an exact idea of just how her

Purses and Toilet Goods Are Added Departments Just inside the door at the front of the store a complete department for milady’s vanity has been arranged. All the standard brands will be well represented—such as Houbigants, Djer-Kiss, Pompeian, Lov Me, Mary Garden, Mavis and many others. Also a complete line of Beaded Bags, Purses and Leather Goods—The Fair

Elegant Furs Are Displayed at Remarkably Low Prices A glance at this wondrous collection of elegant furs will convince milady that here is her most advantageous opportunity to choose fashionable fur garments —coats, capes, wraps, jacquettes, stoles, throws, chokers and other pieces—at remarkably low prices. Suits and Skirts Continue in Popularity This Fall The suits this fall are especially attractive in the new shades of the warm, autumnal colors, and the styles are just as appealing. Indianapolis women will make this their suit headquarters. Rough plaid and checked skirts in the autumn shades will make the foundation for many smart fall costumes.

MONDAY, SEPT. 3, 1923

youngster will look when arrayed in them. This department has been placed on the first floor so that the mother will not have to ride the elevator with her little children in search of clothes for them. In this, as in all other departments of the store, the arrangement has been worked out in such a way as to provide as much service and comfort for the shopper as possible.