Sunday Gazette-Mail from Charleston, West Virginia on June 16, 1974 · Page 73
Get access to this page with a Free Trial
Click to view larger version
June 16, 1974

Sunday Gazette-Mail from Charleston, West Virginia · Page 73

Publication:
Location:
Charleston, West Virginia
Issue Date:
Sunday, June 16, 1974
Page:
Page 73
Cancel
Start Free Trial

Page 73 article text (OCR)

I IE JM»? 16,1974 £««4«v fttsrtte-Mcif Fashion Now awl tfct? teeter More Stylish Larger And Half-Sizes Seen Afced ii Peatey's aas a iaeliadifig uxs»aaf«c'ur- s for larger sizes, »»e oiii ·-Nee at ail. IV ws are there. Yoa jus* have U tbev are 2 1 7 CAP 1TOL ST. By Patricia SheitM Inch by inch and season by season, manufacturers of clothes for super-size women are trading their paternalistic attitude for a more realistic one. Instead of giving them what they think they ought to have, more and more manufacturers are getting around to giving them what they want. And what they want, judging from what's selling best, is the same kind of fashion their tall, slim friends are wearing. Interestingly enough, trends translated from nigh-fashion camps into clothes for women who start at a short, plump 14V» and go up and out from there, seem to be a lot more plentifnl in low-price merchandise than in higher-price clothing. When you get past a regular size 16 in most high-fashion stores, you could pack what's left into one large Gucci zipper bag. By contrast, some of the big-volume chain stores stock heavily in large sizes for both stores and catalog orders. The J. C. Penney Co., which always has done a considerable business in large sizes and currently allocates about 30 per cent of its women's dress department (which includes pantsuits, too) inventory to the half-size-and-up customer, has a major effort going to offer these women a total fashion wardrobe. · *. * THE PUSH is part of an overall effort to rev up Penny's fashion image in all areas, and is particularly significant in large-size merchandise because so few companies carry this much variety. Sizes range from 14Va to 24% in dresses and pantsuits, and from 38 to 46 in sportswear. The total wardrobe concept goes from swimwear and other active sportswear items, to lingerie and at-home wear, to coordinates and 00 into pantsuits, street-length dresses and evening dresses. "These women are so hungry for something different," said a Penney official, bringing out a group of bright, patterned, maillot-style swimsuits instead of the usual full- skirted swim dresses. Prices ran around $21. They were similar to leading sellers in regular-size merchandise, except that they had sturdy, built-in bras. The range of dress, pantsuit and coordinates takes in just about every trend that's around in fashion -- with emphasis away from the dark, solid- color dress with no wasitline and a round neck. Some of the prettiest merchandise is in lingerie -- ruffle trims on housecouts in really pretty bright summer prints, caftans for home entertaining, and gown and negligee sets. * * * "WE HAVE tremendous numbers of very young customers for half-sizes. But besides them, even older women in their 60s and 70s want clothes that are youthful-looking," the Penney official said. Two of the best sellers in the spring line across Penney's 1.600 stores have been styles that are not the most flattering on plump women -a dress with a sweater knit band in brilliant stripes at the waistline, cutting the dress in half, and another with a contrast-color banding at the . waist and at the hemline. "The customers want snappy-looking clothes. It's that simple," the official added. They also want easy-care clothes, so much of the merchandise is wash-and-wear. Penney's keeps a constant check across its network as to what customers are buying and what they ask for. This information is fed into headquarters, and used by buyers in developing their various lines of. merchandise, regard- less of the size range. The spokesman said that while dresses are still outselling separates in large sizes, the separates business is gaining on dresses each season. "The young customers want Our People Make Us \umber One -_I o -*-£5 The North Charleston Community Center will be the scene of the Kanawha Valley's first Health-0-Rama from 10 a.m. to 4 p.m. July 13. The NAACP, Woman's Club of South Charleston. Woman's Improvement League and the Center on Alcoholism and Drug Abuse are sponsors of the event, which is open to the public. The sponsors are urging church and recreational groups to bus their youth to the all-day session. The morning health fair will consist of exhibits on various social and health problems and a blood pressure clinic staffed by resources personnel from various agencies and civil groups. * * * A FREE luncheon will be furnished to all those registered at the door. Afternoon sessions, with specific programs for age groups, along with a special presentation for elementary students, will feature discussion groups and films on subjects covered in the morning exhibits. Anniversary togetherness: diamond trios. a. Diamond solitaire trio set, 14 karat gold, $250 set. b. Trio set, 15 diamonds, 14 karat gold, $495 set. c. Trio set. 7 diamonds, 14 karat gold, $350 set. Zales Revolving Charge · Zales Custom Charge BankAmericard · Master Charge American Express a Diners Club · Layaway illustrations enlarged FOR THE I M S I AL . . . AND AT THE STORK \\ H E R K YOl \ \ O I L D LEAST EXPECT I T . . . B B LOANS NO\\ THE FIRST TIME IN C H A R L E S T O N . . . Only A Short V i a l k D o n n Fife Street from Capitol Street FLATTERING FULLER FIGURE Blue Nylon Jersey Negligee Engagement News The Charleston Gazette and Sunday Gazette-Mail no longer accept photographs with engagement announcements. ^Completion of plans stories will not be used. The increasing number of announcements requires that we limit the space, so that items of more general interest may be used. We will continue to use photographs accompanying wed-, ding stories submitted within our deadlines. PUYTEX SUMMER Needlecraft News SWEON THESE PLAYTEX STYLES SAVEM.OO STYLE «l» CROSS YOUR HEART*-Streich bra. undercup support panels, lace cups Reg. $5.95 NOW ONLY (4.95 lUUSTRtTEO [») STYLE =122 CROSS YOUR HEART^-Fiberfill/Stretch bra undercup support panels, lace cups Reg. $5.95 NOW ONLY $4,95 SAVE MX1 FREE snrnr* Tricot bras lor today'] natural look STYLE =BO Soft cup Rig. S5.00 NOW ONLY $3.99 ILLUSTRATED it) STYLE =81 :Fiberfi!l Reg. $6.00 NOW ONLY M.99 STY1E =W Fully Padded Hefl. $6.00 NOW ONLY W.99 STYLE =« CROSS YOUR HEARP- Fiberfill tricot cups, stretch straps Reg. S6.00 NOW ONLY H» SAVE '1.51 WHEN YOU BUY STYLE -l«7 CROSS YOUR HEART*-Streich bra. lace cups Reg. SS.SO'ei. NOW 2 for $9.«' 5^Wfl» *ltOl FREE SPIRIT* GIRDLES Lightweight, perfect for summer fashions STYLE *2862 Brief Reg. $7.00' NOW ONLY $5.99' ILLUSTRATED (01 STYLE ^2864 ShortieHeg. M.W NOW ONLY $6.99' STYLE =2966 Average leg Reg. M.SO' NOW ONLY $7.49' STYLE =2868 Ex. Long leg Reg. $9.00' NOW ONLY $7.W SAVE *I»*T BODY MAGIC' GIRDLES Shapes and smoothes away little imperfections STYLE =2940,2970 (White. Beige) Brief Reg. $6.50 NOW ONLY $5.01 STYLE =2942.2972 (White. Beige) Average Reg. $6.95 NOW ONLY $5.46 STYLE =29*»,.2974 (White. Beige) Long leg Reg. J7.58 NOW ONLY $6.0) STYLE =2546 (White) Extra Long Reg. $TJ5 NOW ONLY $6.46 ·XL and 0 cuDS-$l 00 more 947-JUMP INTO FASHION in this one-piece suspender suit with lively, embroidered legs. Easy sew of denim, cotton blends. Transfer of 2 motifs, printed pattern in Misses' Sizes 10, 12, 14, 16. Please state size. 872-- TWINS ARE TOPS. Crochet casual cardigan and sleeveless, scooped shell of 3-ply fingering yarn. Interesting shell stitch is combined with single, double crochet. Directions, Misses' sizes 8-18 included. 75 CENTS each pattern - add 25 cents each pattern for First-Class Mail and Special Handling. Send to LAURA WHEELER, Sunday Gazette-Mail, 32, Needlecraft Dept.,. Box 161, Old Chelsea Station, New York, N.Y. 10011. Print Pattern Number, Name Address, Zip. NEW! 1574 Needlecraft Catalog covers the creative scene - knit, crochet, fashions, embroidery, quilts, NEW! Sew T Knit Book has basic tissue pattern . $1.25 NEW! Needlepoint Book ...................................... {l.Jj NEW! Flower Crochet ......................................... $1-00 Hairpin Crochet Book .......................................... $!·£ Instant Crochet Book ........................................... ${-JJ Instant Money Book ............................................. £·* iKtant Macrame Book ........................................ $1.W Complete Gift Book ............................................. $!··· Complete Affhais 111 .......................................... W-J 12 Prize Affi*« |U ............................................... 5J Btok «f 11 fcifc if}.-.- ............................................ 5Jt Mnemi Qi.lt Bo* ft ............................................ 5k 15 QiiKs tar Tt*y U ............................................. fie tf II Jiffy IUg« ............................................. 5k * * YAMAHA GUITAR i 1, SALE Yamaha guitars were introduced into this country 'about five years ago and they have he- come as well known as Datsun and Toyota cars. Yamaha guitars resemble Gibson and Martin in styling and construction, and their tone is beautiful. The big DIFFERENCE is in PRICE . . . at least HALF that of their competition. Of all the models, the FG-200, a jumbo dread- naught accoustical model with a large, deep tone is one of the top in the line . . . and we just made a wonderful buy . . . We bought 32 of these hard-to-find FG-200, which regularly sell for $200.00, ^ and now passing the savings ^ ^ ^" $ on to y o u . . . ^ 95 GUITAR CASE ft w TO MATCH 12 95 And. while the sale lasts a Regular §3.95 Set of Guitar Strings ·i t We get a lot of phone calls. . . inquiring about models of "other guitars'" we have in stock. Here is a sample listing: SALE ENDS JULY 13,1974 FOUNDATIONS, Second floor Limited Special GVERLAIN Colognes GIBSON followinji models Gospel Heritage Trini Lopez Les Paul Custom/Deluxt Dove H u m m i n g b i r d S- C. Standard/Deluxe t \ K K MARTIN GIBSON NATION ALSO, a selection of used and trade-in guitar?, from s 1 SPECIAL! Introductory Sise Spray Package 25 GIBSON MANDOLIiN-BANJO M M K I M 9 I 5 Model M-B-l 4 Famous Shalimar Pins Other Favorites ITOMATAKESA MIM TE TO OPEN ACHARGEACCOINT ATBB ;X We v drome Master (".liaree Banks': Amerieanj or.\meriean Iwprv**.. g Jw! srav "Uiarcr it." yv I tt The \Vnrlil".- M l)r|«ailwnl Store. Cor. Fife You'll be glad you stopped at B B ... the 1 store that brings you the least expected, the | unusual, the distinctive. | ®8f«?SSSK*JS^^ 1 i!. · *\

Get full access with a Free Trial

Start Free Trial

What members have found on this page