Word: coldspot
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...functionality, design is the only differential that matters," says Dziersk, echoing the credo first spouted in the '30s by Raymond Loewy, father of industrial design. Loewy was the man who gave America the Lucky Strike pack and the sleek Greyhound bus, and when he added a flourish to the Coldspot refrigerator, to make it look just a little more streamlined than its 1934 competitors, Sears' sales skyrocketed...
...Ezra Lytle--a cuckold who gets his kicks with 11-years-olds--modeled at least in part on the Cowboy star of yore, Lance Rentzel? And who really is L.D. Groover, the 270-lb. defensive tackle and disciple of Wilhelm Reich who jerks off in a rabbit-fur-lined Coldspot? No matter...
...have become more knowledgeable and are willing to trust their own buying judgment. "They read the back label more," says Walter P. Margulies, partner in Lippincott and Margulies, marketing consultants. Indeed, there is considerable irony in the increasing prominence of private-label products. Some of them, including Sears' Coldspot and Kenmore appliances and A. & P.'s Eight O'Clock coffee, have become so well known that they now eclipse many vigorously promoted national brands...
California has 118 in operation, and in San Francisco home freezers have squeezed out TV sets as the No. i seller in home appliances. In Los Angeles, Sears, Roebuck is selling its Coldspot freezers along with arrangements to stock them with food at 25% below retail prices; the Bank of America is financing the Sears food plan on six-month loans. Big Amana Refrigeration, Inc. (TIME, Jan. 16, 1950), which makes freezers for Maytag, got a head start on the freezer boom because one of its distributors, John Bess, pioneered one of the biggest food plans in the East. Through...
...first big chance came when Sears, Roebuck & Co. hired him in 1934 to dress up its Coldspot refrigerator, an ugly machine with a dust trap under its spindly legs, and corrugated shelves inside. Loewy moved the motor, from top to bottom, chopped off the legs, and installed the first non-rusting aluminum shelves ever to be used in a refrigerator. The Coldspot became a single smooth, gleaming unit of functional simplicity-and with it Sears' sales shot up five-fold by 1936. Loewy had been paid only $2,500 for the job (and had spent nearly three times that...
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