Pessimists and pollyannas

Discount Store News, Feb 23, 1998 by Jeffrey Arlen

Perspective is a funny thing -- and not necessarily in the hah, hah kind of way. Some people are born optimists; others, well, you can usually identify them by their perpetual sneers.

Bearing this in mind, it is understandable that a true reading of the mass market apparel business is often hard to gauge because analysis often reflects an observer's overall world view.

Now, both pessimists and Pollyannas would probably agree that success in the apparel business takes a lot of work and diligence, which explains why we're not all lying around in the sun on some Caribbean beach smelling like coconut oil and drinking pina coladas.

But those frowning types might describe the current clothing business this way:

* The country is overstored, and consumers have so many buying options that competition for clothing dollars is at an all-time high.

* The Baby Boomers are middle-aged and don't need any more clothes. Besides, they've already spent all of their money on SUVs, large-screen TVs and vinyl siding.

* The weather is all mixed up. It's warm in the winter, cold in the summer, and great expanses of land appear to be constantly under water.

Having laid out the pessimists' perspective, allow me to elaborate on the view point of those who see the glass half full:

* The economy is strong.

* Interest rates and unemployment are low.

* The mood of the country is good. So good, in fact, that the president, for example, appears to be perpetually smiling -- either because his approval rating is so high or because he's having more fun than he can handle.

Count me among the optimists. Mass merchants are far better positioned to expand their apparel businesses than many other retailers -- particularly department stores that are stuck between thriving luxury operations and increasingly popular value-oriented stores.

Not only that, there are entire segments of the apparel world that mass operators have all but ignored. The young men's and juniors areas fall into this category. In AM's new Lifestyle/Marketing section (please see page A13) we examine the incremental opportunities in catering to this thriving, money-spending group. Later this year, AM will feature other potential areas of mass market development under the auspices of this new editorial feature.

So, read the new section. It will undoubtedly increase your approval rating.