Save the economy, show some leg

Save the economy, show some leg

Save the economy, show some leg 150 150 Paradigm PR

Schick® Quattro for Women® encourages women to help boost the economy by raising their hemlines

TORONTO, ON, March 31, 2009 – How can Canadian women help boost the economy? By investing in a cute mini. Hemlines rose in the Roaring 20s with the rising stock prices. The 1930s market crash fashion featured long skirts. And miniskirts flooded the runways during the economic boom in the 80s.

In the midst of the current economic downturn, Schick Quattro for Women is encouraging women to raise their hemlines! History suggests that as skirt lengths rise, so does the stock market.

“There is historical data that demonstrates a strong correlation between skirt length and the strength of the economy,” says Wolfgang Klein, Senior Investment Advisor, Canaccord Capital. “Longer skirts are in fashion during a bear market, and during economic booms the mini is always in style.”

The Schick Index

American Economist George Taylor first coined the term “hemline theory” in the 1920s,* to illustrate the relationship between hemlines and stock market performance. Schick Quattro for Women has created The Schick Index, a historical timeline showing that, throughout history, there has been a correlation between skirt lengths and the strength of the economy.

1930s, 40s and 50s
In the 1920s, the stock market and women’s hemlines were on the rise. The 1929 market crash featured more modest fashions and the below-the-knee style skirt carried through to the Forties and Fifties.

60s and 70s
The economic growth of the Sixties saw young women parading the streets in fashion forward mini skirts, freeing their legs for dancing and twisting. Yet when the Seventies rolled in with high inflation, billowing hippie-style skirts became a wardrobe must.

80s, 90s and today
Confident and successful women lead the way through the prosperous Eighties and Nineties in power skirts, with a brief period when hemlines lengthened during the 1987 market crash. Clothing designers in 2008 reintroduced the bohemian-style skirt…did that trigger a recession?

“Does the fashion trend historically lead or indicate the market performance? That is up for debate,” says Giselle Smejda, Brand Manager, Schick Quattro for Women. “But, can Canadian women affect the stock market by letting fashion lead the trend? It certainly can’t hurt to try!”

Free Your Skin™
Breaking out the miniskirt in support of the economy means showing some smooth and sexy skin. The Schick Quattro for Women razor has four blades and conditioning strips with aloe and skin-caring vitamins, to get the silkiest legs possible. Its pivoting head and multiple grip points hug individual curves. The no-slip grip and metal handle make every shave comfortable, even in the steamiest of showers. The Schick Quattro for Women razor retails for approximately $11.99.

About Schick Canada
Schick Canada, a division of Energizer Canada Inc., is a leading manufacturer of high performance razors for men and women. Committed to the development of shaving technology and innovation, Schick Canada has launched some of the most successful razors in the market including Xtreme 3, the first three-bladed disposable, Intuition, the first razor to provide a one step shave and Quattro, the first four-bladed system and disposable razor. For more information visit

*Nesdoly, Tracey. “Manage your micro Cellulite has nowhere to hide; Hemlines head north as markets head south, another clue our world has become unmoored.” Toronto Star 25 Oct. 2008: L01.

Moustakas, Irene. “Economic Theory: ‘The Hemline Index” Loans by Irene. 19 Aug. 2008. 9 Mar. 2009 “Recession Chic” Ed. Kate Betts. 27 Mar. 9 Mar. 2009


For more information please contact Paradigm Public Relations 416-203-2223