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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 22

THE WORLDS OF FASHION

Our Cheney Brothers work led to other fashion industries—women’s hats, men’s clothes, luggage, stockings, velvet and artificial flowers. These products depended on public taste, and enabled me to experiment with new public relations strategies and tactics. In the early Twenties Hart, Schaffner & Marx, who mass-produced men’s clothing, retained me. The name caught on because of its rhythm. The clothes caught on because young Americans, after wartime uniform, enjoyed getting back into well-made smartly styled civilian clothes. A company with a fine national reputation had engaged us in the regular conduct of business; no crisis needed to be met.

So far as I know, this was the first time a national clothing manufacturer ...

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