Staff Sewing in Shop Window in 1930s
When Millers started in Christchurch it was during the dim days of the world depression, times were difficult and many were unemployed. Money was scarce and the going hard, but by a policy of “low prices and good value”, Millers gained a fair share of the business being done, building the business on the foundation of a quick turnover. Millers’ standard percentage mark-up was 25%. Given that most firms worked on a mark-up of 33%, and even up to 50%, Millers proved attractive to many customers. Millers also gained publicity and drew customers through the quality of their merchandise. It was recognised that if one shopped at Millers they would receive a cheap article but it would be of good quality. This way of doing business was to make Millers a household name.