Word: nylons
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...wonder was that the U.S. motorist still dared set foot in a car. In full-page magazine ads he was warned that unless he bought nylon tires, he dared not drive at high speeds. Leering down from billboards, other ads warned him that if he did buy nylon tires, his car would start shaking him up like a concrete mixer. Battling to supply the $300 million worth of reinforcing yarn used in the 105 million tires made each year in the U.S.. manufacturers of nylon and rayon cord were waging one of the bitterest and least restrained advertising campaigns...
...fight was started by the rayon manufacturers in dismay over nylon's inroads into a market that rayon had dominated since it knocked out cotton tire cord after World War II. Developing a new, high-strength rayon called Tyrex, the rayon companies formed an association to promote it, even sent teams to high schools to lecture teenagers on the superiority of Tyrex over nylon. Nylon makers, led by Chemstrand Corp.. fought back not only with advertising but with price cuts. Before long, tire-cord prices dropped so sharply that the rayon makers, working on tighter profit margins, found...
...advertising does not neglect the motorist, its prime targets are Detroit's automakers and their dealers. Playing on the auto-men's conviction that nothing is so important in selling a car as a smooth ride, Tyrex made much of the fact that when a car with nylon tires is parked overnight, its tires tend to develop a flat spot at the point of contact with the road and will go back to a perfect circle only after several miles of driving. Christening this condition "nylon thump," the rayon makers hammered away at it so successfully that Detroit...
...copied, there are less expensive stretch fashions, many of which make up by low cost what they lack in high style. Some of them add the drip-dry feature to crushability. Among them: Haymaker's flowery separates in a drip-dry warp knit, $29.95 each; and countless, nameless nylon shifts, $10 and up. The knits follow closely on Pucci's stretchy heels: Kimberly's wool dresses with jackets ($59.95), three-piece suits ($59.95 and $69.95) and plain dresses ($49.95 and $59.95), all in solid, placid colors with an occasional border contrast, are also relatively light and packable...
...practical using something called Curon, a thin, transparent, foam-plastic layer that is laminated to wool or worsted jersey as an interlining. Also among space-saving accessories: smashable turbans, many studded with creaseproof beads and fringe; wash-and-wear embroidered lingerie, fancier by far than Scarlett's; Italian nylon drip-dry raincoats, which actually may be more wrinkle than rainproof; tiny, collapsible umbrellas that look like pistols and shoot up almost as quickly...