Blair Catalog
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The Blair Story
The year was 1910. Young John Blair, a law student at the University of Pennsylvania, was approached by a fellow student who had recently
inherited a raincoat factory. Would he be interested in being a sales manager? Easter vacation and a train ride home to Warren was all the time
John needed to make his decision.
With a suitcase of black raincoats in hand, he approached clothing store owners along his way. In one nearby town, he sold a lone coat to a
customer – an undertaker. But the shop owner was reluctant to carry any more raincoats for just a few local undertakers.
John Blair was not about to give up. He decided the best way to reach the new market he had just created in his own mind – the market of
undertakers who would certainly wear black raincoats – was by mail. So with just $500 borrowed capital, he printed and mailed flyers across the
country. And he sold 1200 raincoats in no time! Thus, the New Process Company was created.
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