1996 Ad

Discount Store News, March 6, 1995 by Dawn Wilensky

Discounters will soon be snuggling up with 1996 Olympic merchandise. And when they do, Fieldcrest Cannon will be tucking them in. The domestics manufacturer has developed the first fully coordinated program associated with the 100-year-old modern Olympics. In addition, Fieldcrest Cannon is the only domestics manufacturer of home-oriented goods associated with the upcoming games.

"We are focusing on impulse items that people will want instead of need," said Jack O'Grady, vice president of Olympic Business for Cannon. "This gives mass merchandisers the perfect opportunity to market products to their No. 1 customer, women."

These items will include double- and triple-woven throws, fiber reactive and woven beach towels, bedding, novelty rugs, kitchen accessories and decorative pillows, a new category for the company.

For Cannon, being a licensee is viewed as not only a smart business decision but one that brings with it a sense of pride and kinship since the manufacturer is also celebrating its 100th Anniversary.

The Olympic Games also has given the company an opportunity to enter the field of sports-licensed products for the first time.

Cannon has created an assortment of towels utilizing all the graphics of the 1996 Olympic Games and a variety of sports poses. Golf, tennis and spa towels are also available.

"The new line allows us to get into the sports marketing side of the business and the timing is right because licensed sports products are so hot right now," said O'Grady.

Cannon is making such a strong commitment that members of the Olympic team will literally be blanketed in its products as all the rooms in the entire Olympic village will contain bath and bedding products donated from the manufacturer. In addition, each team member will use Cannon towels in the training centers.

These products will have several designs, including the USOC 5 Rings of the Olympics and the Atlanta torch logo.

Izzy, the official mascot of the games, will also be represented on sheets, blankets, pillows and towels for the bath and beach. Izzy will be getting a lot of exposure before the opening ceremonies on July 19, 1996. He will star in an animated special due to air this spring with another special planned for the fall.

All of this hype gives retailers an opportunity to create new programs focused around the games and characters while breathing new life into home furnishings via endcaps, bedding vignettes and themed boutiques.

While chainwide boutiques have yet to hit stores, Atlanta area retailers are leading the charge toward Olympic gold.

For example, Kmart has installed a window design for its 250-sq.-ft. concept shop in its Marietta, Ga., store. The shop has curved ceiling banners that are hung in a series with the larger banners on the outside to attract customers an smaller banners on the inside to highligh the merchandise. Wall and floor 3D panels and sign toppers are also included.

Similarly, customers at two of Wal-Mart's Duluth, Ga., stores are greeted by five banners bearing the Centennial Olympic Games Torch Mark, a display also created by the Atlanta design firm Miller/Zell.

Within three weeks of introducing Authentic Olympic Games Collection merchandise at its two Duluth stores in November 1994, Wal-Mart turn its merchandise 21/2 times with sell-through of 65% the first weekend, according to a newsletter published by The Atlanta Committee for the Olympics.

Not to be left out, Target has also created a comprehensive program complete with signage and point-of-sale materials for all merchandise categories.

Said O'Grady: "The way for retailers to really be successful with the merchandise is to have signage that conveys the feelings and emotions of the Olympic games."

RELATED ARTICLE: Olympics banking on big apparel bucks

Atlanta Centennial Olympic Properties expects retail sales of its licensed products to generate about $2 billion. At least half of that amount will come from apparel. Among the ACOP retail licensees in apparel for the mass channel are College Concepts, Cutler Sports Apparel, Haddad Apparel Group, Logo 7 and Terry Mfg.

Providing accessories--from sunglasses to neckties--are Bausch & Lomb, Bogarz, Michael Anthony Jewelers, EK Sports/Everything Kids, RGA Accessories and Ralph Marlin & Co.

Reigning supreme above all licensees in apparel is Sara Lee, with its Champion, Hanes and L'eggs brands taking the lead. Hanes is an official sponsor of the 1996 U.S. Olympic Teams and is licensed to use both the ACOP and USOC logos.

Besides encouraging mass merchants to capitalize on the Olympics by developing in-store boutiques for apparel and collectibles, Hanes is also spearheading an effort to provide the less privileged children of Georgia with tickets to Olympic events. The Children's Olympic Ticket Fund will benefit from a 500-day silent auction of a limited edition of 500 intricately printed "Countdown to the Dream" T-shirts.

The shirts will be auctioned, mainly in Atlanta, one per day up until the start of the Summer Games. Each shirt includes special embroidery and displays a 12-color woven label to confirm authenticity. Some of the shirts will be auctioned outside of Georgia. Proceeds from these sales will benefit the U.S. Olympic Team.