After the Gulf, casuals make news at MAGIC - Persian Gulf War, 1991-, casual clothing, MAGIC trade show, Las Vegas, Nevada

Discount Store News, April 1, 1991 by Jill Lettich

After the Gulf, Casuals Make News at MAGIC

LAS VEGAS -- The atmosphere at the most recent MAGIC show was relatively lively, as retailers spoke optimistically about 1991.

Though most were still looking for bargain at-once buys, the overall mood was upbeat partly fueled by a slowly improving economy, and party due to the ceasefire in the Persian Gulf.

A number of retailers reported seeing increased traffic in their stores soon after the war's end. Many agreed that the new air of consumer confidence would help.

"By fall there should be a turnaround," said Gabe Ensenat, buyer, Kmart. "We've already seen a turnaround in our stores and our business has been good."

Reactions to the traffic at MAGIC were mixed. Some exhibitors reported decreased attendance. All the major discounters were present, however.

Ron Metsh, general merchandise manager, Gee Bee Stores, Johnstown, Pa., said the retailer was buying close to the vest.

Others, like Larry Sommer, president, Prange Way, noted both close buys and new fall merchandise were being reviewed at MAGIC.

Exhibitors also reported a balanced mix of visitors that included bargain hunters and those planning for fall purchases.

Scott Peterson, Dickies', characterized the discounters at MAGIC as "looking for what's new."

"They are not necessarily looking for a bargain--just something they can make a margin on," he said. For Dickies, that meant a focus on overall s and brightly colored denims. Peterson noted that even a bright teal was getting positive reactions from discounters.

The merchandising and fashion news at MAGIC included colored denims and a varied number of overalls.

Casual war tops and bottoms also made news as jeans alternatives. Though labels such as Deckers have a stronghold on casual bottoms at department stores, more manufacturers are developing casual lines for the discount market.

Wrangler's new Timber Creek line was perhaps the most expansive attempt to capture the casual wear market beyond jeans and activewear.

According to Angelo LaGrega, vp and general manager, Wrangler, the Timber Creek by Wrangler label will be geared toward male customers aged 25 and higher. Discounters own 42% of this market in jeans but only 19% of the over 25 market for casual wear. "Wrangler hopes to change these statistics," LaGrega said.

Wrangler's commitment with the line includes a flexible shop concept and a television advertising program that is outdoor lifestyle oriented. The line will retail from betwen $19.99 to $24.99.

Other manufacturers at MAGIC also focused on new casual styles.

X-am, New York, a pants manufacturer, is doing well with what it is calling an "active jean." The company is also a Sasson licensee, but is using the X-am label on this pants line.

Made from lightweight denim, the pant features activewear styling details like elasticized waists, and ankles. According to Dennis Ingui, vp of sales, the bottoms are doing well at Target and ShopKo.

The company has since expanded its style variations, using denim colors and finishes. Like its basic jean counterparts, many of the "active jeans" have five-pockets and a fly front.

Novelty styles such as overalls, shortalls and carpenter pants have been added.

Another company that is offering a new bottom to the discount market is Long Haul. Though not wavering from its traditional styling, the company introduced one cotton twill pant to its line for the "customer that doesn't want to wear jeans."