Retailers buckle down - Ames Department Stores - Brief Article

DSN Retailing Today, May 21, 2001

Consumers may be tightening their belts when it comes to major purchases, but retailers say they are letting loose when it comes to updating their looks with belts.

Manufacturers and retailers say belt sales are up in the mid-double digits over last year. At that time, consumers were interested in different types of accessories such as scarves. Now, the belt is the must-have accessory, according to Karen Lutz-Lento, divisional merchandise manager at Ames Department Stores.

Popular now in specialty stores are bold chain belts and shiny rhinestones. The chain looks are popular at The Limited, The Limited Too and Ross Dress for Less. Chuck Wickizer, divisional merchandise manager for Emporium Stores, says belts helped boost a flat accessory business for him. "We haven't had an item that appealed to so many ages in some time."

The mass market doesn't want to be left out of the loop either. Target has already jumped on chain belts, which are priced on floor at $12. Kmart also plans to add them to the mix.

Craig Chorney, fashion director for Accessories Network in Manhattan, chalks up the chain belts success to the continued interest in retro styles. "With the ready-to-wear looks we're seeing, it was only a matter of time until these belts made it back," he explains.