Casual is the key at MAGIC - Brief Article

Discount Store News, March 6, 2000 by Mike Duff

Silver also remained strong for necklaces, but their constructions have become more complex, resembling webs more than chains in many cases.

A lively topic at MAGIC was the rebirth of the Starter brand, which will be carried by both Kmart and Wal-Mart. The licensing arrangement will ensure that manufacturers produce Starter items for one or the other but not both, which should lead to some proprietary innovation.

VF and Mackey McDonald, chairman, president and ceo, hosted many of the top discount and mid-tier apparel executives at a presentation highlighting its commitment to developing closer electronic links with its retail customers as a way to become more innovative in product and responsive in supply.

Among new VF initiatives are a national advertising campaign for its Hero brand and a promotion for Timber Creek. The promotion features new temporary displays, as well as a test with Kmart offering Wrangler customers a discount to try Timber Creek items.

Many mass-market manufacturers concerned themselves with adding more fashion to their line ups particularly in underwear and basics. For example, Sara Lee's Hanes branded activewear included two-tone hooded pull overs with snap-front cardigans dressing up Just My Size. Fruit of the Loom has relaunched BVD and was showing new products with more colors and new necklines at MAGIC.

Russell expanded the Jerzees Outdoors line up with cargo sweat pants and other items, while Dickies introduced a line of branded outerwear--including Gortex items--priced to retail for $50 to $225.

Hampton Industries is also looking to active lifestyles for its Spalding and Rawlings products, retooling basics with outdoor and extreme sport themes.

Even Barbie is getting more active and casual. Mattel is downplaying the pinks in it's Barbie apparel and pushing more classically hip colors like black and white, while emphasizing denim for Back to School. If Barbie can slip out of her pink chiffon dresses and into more laid-back duds, everyone can feel pretty safe doing so.