Style and color gain foothold in men's socks

Discount Store News, August 3, 1992

While men's apparel remains a smaller piece of the discount pie than women's wear, the commodity areas like underwear and socks are making tracks at discount retailers.

Socks in particular are undergoing a transformation from athletic to dress styles. During this transformation, discounters are increasing their business in this category substantially.

During 1991, 46% of the $1.2 billion men's sock business was done at discounters. In 1990, discounters had only 43% of the business, according to NPD Group. NPD expects at least a 1% increase in this category for 1992.

The business is largely divided between dress socks and athletic socks. The latter are a discount store mainstay, as is most other active apparel. But a shift in the footwear market is also triggering a shift in the men's socks market.

In 1991, sales of athletic shoes remained flat, according to the Sporting Goods Manufacturers Association. Rising prices meant that sales were up 3.4%, but unit sales were down 1.5% for athletic shoes.

"While disappointing, these findings are consistent with the current business environment," according to Sebastian DiCasoli, SGMA's director of marketing services. "Because of the recession, we are seeing a tightening of consumer purse strings. In addition, casual shoe styles are becoming a little bit more popular, especially among men."

It is not surprising then, that casual socks have made a resurgence to better coordinate with the casual shoes.

Retailers such as Kmart are revamping their men's furnishings area, including socks, to address the new interest in casual wear. The trend begins with men's casual pants and shirts and trickles down to furnishings like ties and socks.

According to Don Keeble, executive vp, Kmart, the retailer plans to expand its men's furnishings area to capture this growing segment.

Likewise, Jamesway made accessories, both women's and men's, a priority in revamping its stores. The sock area includes a balance of the dress and athletic socks with colorful wall displays.

Jamesway has also devoted space to casual dress slacks and shirts in its mix, and has added dress socks to match the lifestyle look of lines such as Gitano's AmeriCo and Wrangler's Timber Creek.

As happened in ties a few years ago, discounters have gotten well beyond basic brown and offer a variety of fashionable patterns and several different colors.

Many of the large national brands also have coordinating sock licenses that match the colorations of their lines.

For fall, earth tone colors will lend a sedate air to small geometric patterns. Some busier patterns, including argyle styles, will also find their way into the market, but the earth colors will keep them toned down.