Hawaiian prints start to flower

Discount Store News, August 23, 1999

As khaki sales continue to climb in the mass market, mass merchants think they have the perfect tops for the casual pants--the Hawaiian shirt.

For most retailers, the tidal wave of consumer interest in Hawaiian and other topical print tops is one trend they want to ride all the way to profitability.

And the shirts that have been successfully paired with khaki displays in department and specialty stores throughout the country this year have mass merchants and suppliers thinking big on tropical tops for the spring 2000.

"Men are wearing khakis five days per week, so we try to coordinate with the khaki look," says Danny Wood, vice president of merchandising for Kikomo, the New York-based licensee for Wrangler tops.

"We didn't go into it in a big way [this year]. We didn't expect it, but sales of Hawaiian shirts have been good," says Sandy Sansavera, senior vice president and general merchandising manager for Ames, Rocky Hill, Conn. "I would think the trend will grow next year."

"We underplayed them this year," admits Skip Chustz, senior vice president/general merchandise manager for ShopKo, but "we're going to double the floor space for them [in spring]." Price points for tropical print shirts at ShopKo range from $13 to $17.

Wood says, "I think [discount stores] haven't touched on it yet. Now everyone who chased or missed Hawaiians this year is gearing up for a phenomenal year next year in all tropicals. We are going to see more foliage and fun type prints, such as boats on the tops, as well."

Kmart, Troy, Mich., is planning a major increase in spring 2000 selection of Hawaiian shirts. "The buys will be much larger in spring 2000 and will be maintained on a dedicated fixture in spring," a store spokeswoman says.

Similar to the popularity of the earth-tone color khakis, it's the neutral shades of Hawaiian shirts that are most popular among consumers, retailers agree.

At Kmart, popular colors include khaki, navy, olive and black.

Not only do colors matter, but models also count. These range from casual pajama-cut Hawaiians to button-down interpretations.