Courting sportswear - discount stores, clothing, marketing

DSN Retailing Today, May 8, 2000

In women's, Coleen Mendoza, merchandise manager for the ladies division of VF, says softly washed twill casuals with a plain front are driving the ladies' business. "Length is also very important--capris and shorts are big. The business is no longer only wrinkle-free, double pleat khakis."

Mass merchants say they must balance the trend-right, young casual looks and more mature styles. That's resulted in two different stories, especially in mens. While extra pockets and zip-offs are featured at Ames, there are also basic khakis in pleated and flat fronts. Those styles are boosting sales, according to Sandy Sansavera, senior vice president and general merchandising manager at Ames. There are styles that appeal to both, he adds, such as V-neck in knits. "Space still is at a premium, so you have to create these looks-but make sure they are going to be productive." Nevertheless, Ames is planning non-denim, casual looks to be up 15 to 20 percent for the rest of the year.

And there still is a resistance to anything too trendy. "We see styles stick around longer at mass. We still see, for example, carpenters pants as strong for fall-but this time with a focus on the finishes," adds Jim Sparks, senior vice president and general merchandising manager for Bradlees.

Klinck says now she isn't so embarrassed to admit she shops mass. "I told my neighbor that I proudly found this top at Tar-jay," she says, adding a pseudo French twist to the store's name.