Word: swatch
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Dates: during 1930-1939
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Strangely enough these words had fundamental relation to U. S. foreign policy. For the long-legged lady was Anna Eleanor Roosevelt Roosevelt and the swatches were materials for dresses, presented by the wool-raisers of Britain and the U. S., which Mrs. Roosevelt and Britain's Queen Elizabeth will wear if they meet as scheduled in the U. S. in June. Mrs. Roosevelt's patient swatch-fingering was an innocent little act cooked up by the U. S. wool-growers' publicists. (Commodore Robert B. Irving of the Queen Mary acted as special courier to take Her Majesty...
...advertisement cost Macy's $3,000; about $1,000 for the space, $2,000 for the fabric and insertion. Results, according to Macy's, were phenomenal. One skeptical customer laundered the swatch overnight, convinced himself it would not shrink, then ordered a dozen shirts. Shirts and towels sold by the thousand. The Macy advertisement was the first of its kind in Manhattan, the first anywhere in rotogravure. The idea was first introduced into newspaper advertising last spring in the St. Louis Post-Dispatch by Scruggs, Vandervoort & Barney Dry Goods Co. That the Macy advertisement would be the last...