Diario La Nación
- White Week — Gath & Chaves
Gath & Chaves announces a white-goods display beginning tomorrow, promising household savings. Selected price lists cover table and bed linen, discounted blanket stocks, and white shoes and sandals for younger customers.
Selected, image-checked first-page passages; partial reading, not complete articles or the whole page.
Translation
White Week — Gath & Chaves
LOOK AT OUR WINDOWS!!
Tomorrow we open our regular display of WHITE GOODS, LINEN, SHIRTS, HOSIERY and more, with an unrivaled selection, quality and taste—and SIGNIFICANT SAVINGS FOR EVERY HOME.
NAPKINS, TOWELS, SHEETS, ETC.:
Italian damask dinner napkins, each $1.00.
Cotton damask tea napkins with colored borders, each $0.60.
Italian piqué bedspreads, white and colored, single-bed size, $19.50.
WE OFFER remaining stocks of pure wool white blankets and silk-satin quilts at greatly reduced prices.
SHOES AND SANDALS:
White nubuck baby shoes with buttons and elastic, very soft and especially suitable for babies, sizes 17–22, $12.90.
White canvas sandals of the unsurpassed Gath & Chaves brand, an enormous selection, per pair from $11.90.
White nubuck sandals of the finest quality, sheepskin-lined, English-stitched, in a wide selection, from $14.90.
WE ALSO HAVE a large quantity of remaining white footwear for babies, children and youngsters, at exceptional bargain prices.
Context
What was a “White Week”?
Here the name links household linen and bedding with white footwear in one coordinated sale. A single theme lets a department store promote purchases across different counters: napkins for the table, covers for the bed and shoes for children. The advertisement also mixes regular goods with remaining stocks, so the seasonal event provides a setting in which to sell both new purchases and clearance bargains.
Why the shop window mattered
Gath & Chaves opened in central Santiago in 1910 as an emblem of the large store combining specialized departments with a broad range of goods. The call to inspect its windows joins newspaper advertising to a physical display in the city. Readers could first compare named materials and printed prices, then see the merchandise and presentation that the store promised would demonstrate its taste.
Selling quality at a bargain
The list repeatedly names fabric, construction and origin: Italian damask and piqué, pure wool, silk satin, nubuck and sheepskin lining. These distinctions give substance to a claim of quality, while “from” prices and clearance offers draw in buyers concerned with cost. The store presents economy as access to desirable materials, rather than asking customers to abandon aspirations to a well-furnished home and well-dressed children.
Original
Semana Blanca — Gath & Chaves
¡¡VEA LAS VIDRIERAS!!
Inicia mañana su exposición periódica de BLANCO, LENCERIA, CAMISERIA, BONETERIA, etc., en condiciones nunca igualadas como surtido, calidad y buen gusto y por la APRECIABLE ECONOMIA QUE ELLA OFRECE A TODOS LOS HOGARES.
SERVILLETAS, TOALLAS, SABANAS, Etc.:
SERVILLETAS damasco italiano, para comida, cada una $ 1.00
SERVILLETAS damasco algodón, para té, con guardas de color, cada una $ 0.60
COLCHAS piqué italiano, blancas y de color, para una plaza, a $ 19.50
OFRECEMOS un saldo de Frazadas blancas de pura lana y acolchados raso de seda a precios muy rebajados.
ZAPATOS Y SANDALIAS:
ZAPATITO de nubuck blanco, con botones y elásticos, muy suaves, especial para bebés, medidas 17-22 $ 12.90
SANDALIAS de lona blanca, de la insuperable marca Gath & Chaves, el más colosal surtido, el par, desde $ 11.90
SANDALIAS de nubuck blanco, calidad finísima, forrados en badana, cosido inglés, numeroso surtido, desde $ 14.90
HAY ADEMAS una gran cantidad de saldo de calzado blanco, para bebés, niños y jovencitos, a precios de gran ocasión.
Source: Source: Internet Archive