" V •" * jt' '• '* ~ T ' "IRKr r-'* i ^1 *w ffi • . 1: : yv,"*^? 4 M' • f * ' FURNITURE AND FURNISHINGS SECTION FALL, 1939 • T7TV FURNITURE AND FURNISHINGS SECTION 'MORE COLOR' IS HOME FURNISDDNG THEME LudiDgton Stores Displaj Latest Fastens During Today's Better Values Proved By 1929 • • . 1939 FURNITURE PRICE COMPARISON While making- a study of furniture price trends, the associations of furniture manufacturers discovered that furnishings for the home arc selling today at from 25% to as much as 50% below 1929 levels, although the quality of the 1939 merchandise has been greatly improved in most instances. For example, the two-piece upholstered suite above (lop) retailed at $265 in 1929—the modern suite (below), in comparable jacquard veluur cover, now is priced at $165. -DINING ROOM Here, again, savings effected by the furniture industry arc apparent. This dining room suite, made in 1929 of inexpensive rotary cut walnut veneer, sold for S158. A similar suite made today uses Oriental wood and butt walnut veneer, but the retail pri<-e is S99.50. Trices quoted in both '-ases are for nine pieces, tilrealer ef.fi-.. cicnry and strict economy all along the line have made this reduction possible. -BEDROOM Illustrated (left) are three pieces of a medium grade Colonial-type mahogany veneered bedroom suite. For four pieces, the 1929 retail price was $160. The 1939 price is $91.50. All prices quoted here are from ac.tual photographs and price lists on file at the furniture association offices. Similar savings are shown by comparisons of suites of other periods. -DESK The desk (right) is being sold today by a leading manufacturer to .reta.il at $29.50. Ten years •ago a very similar desk, although lacking some of the design and construction features of the 1939 I model, was priced at $57.50. The same trend is evident in comparisons of other types of desks. •-.i;^ -WASHER This biff, business-like washer, with a wringer ready for anything from a handkerchief to a blanket, costs the home-maker $69.50. Ten years ago she paid $129.50 for a model that was skimpy in comparison and, according to the manufacturer* was only about 10%, as effective in getting clothes clean quickly and without damage. In bedding, lamps and all other home furnishings divisions, similar progress has been made in the past decade in producing more quality at a lower price. Thus thousands of American families now can afford furniture and home equipment that was out of reach in the "boom" days, for the ratio of decrease in home furnishings prices is much greater than the reduction in average family income, September 30 to October 7 o FF with the drab sellings of ycslerycar—for now you can "Bring Color and Personality Inlo Your Home"! Modern . . .18th Cenlury . . . Early American—all of the popular furniture styles—are appearing this fall in newer, more interesting, more individual and more colorful patterns—and to herald their advent, the stores of Ludington have arranged a gala festival of home furnishings values. It's NATIONAL FURNITURE WEEK! See the new fabrics and finishes, the new color schemes, the new furniture and floor coverings, lamps and accessories, kitchen equipment and bedding . . and you'll appreciate how YOU can bring color and personality into YOUR home. nnREAT yourself and your home to a little excitement 1 this fall. Start refurnishing—a room or even a piece at a time. You'll be surprised at the wonders you can accomplish with today's furnishings . . and you'll be pleased when you add up the cosl. t All decorators agree lhat home furnishings should be selected to fit a PLAN, never gathered logclhcr at random. So plan NOW for your "Home of Tomorrow." You'll find the stares crammed with ideas you can use, as well as merchandise, during NATIONAL FURNITURE WEEK. Sec the simple but effective decorative tricks the merchants of Ludinglon have assembled, which you can copy. And watch the columns of this newspaper for authentic, up-to-the-minute news of what America's well-dressed homes are wearing this fall. Bring COLOR and PERSONALITY into your Home ABOVE: Graceful is the word for modern, as expressed in the new contours of furniture, the soft colors and pleasant textures of carpets and rugs. Here's a perfect setting for youth—and for those with young ideas in decoration. LEFT: A Colonial bedroom in mahogany—expressive of comfort, stability, good taste. BELOW: Mary Virginia Foster, Northwestern uniyerfcity^ beauty queen ] who is studying interior decoration, selects a cedar chest'of 18th Century design, with trays inside the lid to make it doubly useful.
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