Retailers look to MAGIC to turn fashion into sales

Discount Store News, Feb 23, 1998 by Mike Duff

NATIONWIDE DSN REPORT -- As discounters prepared to head to MAGIC earlier this month, many said they were looking to transmute fashion trends into selections that suit their customers' particular preferences. That means adding a fashion flair to jeans lines, finding finer fleece and fostering fresh features in boys' bottoms and tops, among other things.

The MAGIC International market was set to draw about 80,000 apparel industry members to the Las Vegas Convention Center from Feb. 17 to 20.

Although retailers readied to descend on the show with some particular considerations in mind, most said they would be looking for the opportunity to develop new ideas and gauge how the business is developing.

"Obviously, the first thing to do is get an overview of what's going on," said Bob Smekal, dmm for meanswear at Ames. "We're always looking for new and exciting things coming down the road. Right now, we're looking for polar fleece garments -- anything with a sherpa lining."

Also on Ames' list: denim as a moderate fashion item. "We're trying to get a handle on moderate fashion, looking at carpenter jeans, loose fit."

In its apparel approach, Ames takes into consideration its customer base and identity. The chain is trying to translate what's current in the market to what will work in its stores.

"Degree is important to us; we're a traditional company and have to ask how far we can take things," noted Sandy Sansavera, vp and gmm.

Smekal added: "With knits and sweaters, it's a new ski look. In the knit top or seater area, we're looking at a younger customer, and it's a chest stripe that goes down and around the arm."

At Caldor, Mark Minsky, senior vp and gmm for soft lines, said that what's new is what's important, but two areas specifically would occupy his attention: fashion jeans and activewear.

Activewear in particular is heating up, he said. "We're probably going to spend time in boys', as there's lot of newness in boys' as proportion of what's available."

Bob Greenwald, vp of soft lines at Hills, said his team will be looking for both fall and spring ideas. "In activewear, there is going to be a big push with knit woven tops. We're going out to see anything new in style, silhouette and color," he said.

Taking the young to heart, ShopKo planned to review what might make a statement with its customers. "we've pretty much accomplished our fall time frame," said Skip Chustz, senior vp and gmm for apparel, ShopKo. "We're looking for new big ideas that might be happening and translatable to the late fall, holidays and next spring."