As the retail industry transitioned from custom-made clothing to ready-to-wear in the 1920s and 1930s, L.S. Ayres' management decided to create a new slogan to symbolize this change. They ended up with "That Ayres Look." The slogan caught on with the general public and soon described the store's female clientele for much of the 20th century. The image above is a "That Ayres Look" ad that appeared in a 1946 edition of Vogue magazine.

Image Courtesy of the Indiana Historical Society.