Discount store execs in buying mood for fall men's apparel show - MAGIC, Men's Wear Apparel Guild in California trade show, Las Vegas, Nevada

Discount Store News, Sept 7, 1992 by Jill Lettich

LAS VEGAS- The Men's Wear Apparel Guild in California (MAGIC) trade show in Las Vegas this week promises to be one of the busiest in many seasons. Rather than "just looking," this year there appears to be a renewed purpose to buyers' shopping expeditions to the largest men's wear trade snow.

Retailers, buoyed by healthy first half men's wear sales, will be busy--especially discounters, who will be hustling for a strong denim brand to replace the Lee name.

VF Corp., Lees parent, announced last month that it would change its distribution and take Lee brand apparel out of discount stores. This news--Lee is consistently a leading brand in all three major apparel categories and a staple at upscale regional chains like Venture and Bradlees--initially provoked anger in many discounters and created a sense of urgency to the shopping plans for MAGIC.

Though Lee previewed its discount store line, Riders, to its major customers before MAGIC, a number of regional chains said they would proceed cautionsly before fully buying into the company's new brand for the discount tier. "We're going to make them work a little bit," said one.

At MAGIC, a number of vendors are likely to benefit and should have brisk traffic at their booths. Ironically, Wrangler, another VF brand, stands to gain a larger men's wear market share in this scenario. In addition, Brittania and Read st. James may also be among the men's wear jeans brands likely to see increases as well.

"We go to MAGIC looking for fashion rather than core items," reported Steve Katkin, executive vp, merchandising, Prange Way, De Pere, Wis. "At this show m particular, we'll be looking for denim. We'll look for the best alternatives to the Lee brand."

Prange Way will send about five executives to MAGIC. Other chains like Bradlees will watch for new jeans lines or old favorites to expand on.

Beyond denim, another item on the shopping list for Prange Way and others is activewear.

Last year, the MAGIC Show organizers separated activewear from the more tailored offerings. This included sports licensed merchandise. It is expected to draw crowds once again.

One sport likely to make a mark is soccer. With the '94 World Cup tournament booked in the United States, many retailers and vendors are looking for soccer-inspired merchandise.

"We're definitely looking for programs going forward," reported Meg Rist, national men's wear product manager, Sears. Like most of the larger chains, Sears views MAGIC as a look and see rather than a booking show. "We always look forward to MAGIC to see what's happening in the market. Traditionally it's not a show we use to leave a lot of paper," she said. "It's one way we keep in touch with our vendors."

MAGIC is a must for smaller retailers as much as the large chains. Casual Male Big & Tall will have five or six buyers on hand. "We usually send a full contingent to MAGIC," said Larry Kelley, president. "It's important to keep up with the fashion end of the market."

Retailers may also be eyeing sweaters. Katkin said, despite a number of slow sweater seasons, this coming fall looks promising.

Likewise, Maxine Clark, executive vice president, Venture, named sweaters as an area doing well in its young men's area.

Though this is the spring edition of MAGIC, many full-line discounters and off-pricers may be looking for bargains in sweaters for at -once buys.

Renovation has been completed at the Las Vegas Convention Center where MAGIC is held. This month's event will encompass 1.4 millionsq.-ft. of space and more than 4,500 booths.