Color is the story at spring domestics week

Discount Store News, May 5, 1997

NEW YORK -- Color was the big news at the recently ended spring domestics week,and retailers spent as much time discussing color choices as looking for new products.

A strong lineup of introductions reflected a kaleidoscope of colors, particularly midtones and tempered brights, aimed at all channels of distribution. Discounters, traditionally more conservative than their specialty and department store counterparts, were not immune to the lure of more contemporary shades. As a buyer from one regional chain noted, "Color has an uncanny way of brightening up a department, even if it's just in a few choice areas."

Blue and green continue to dominate in traditional shades and muted tones. This year's newcomers included red, plus rookies such as spice, bronze, teaberry (the new rose) and plum. The citrusy hues that have taken apparel by storm--pink, lime, orange and yellow--have migrated to bed linens, bath towels and accessories, window treatments, rugs, decorative pillows, tabletop, slipcovers and throws.

Haberdashery or menswear looks brought browns and deeper neutrals into the fold with designs that took their inspiration from suiting strips in a sophisticated palette drenched in brown, linen, navy and charcoal. These masculine colorations were a key fashion story in bath for WestPoint Stevens, which added hunter, charcoal and denim colorways to its jacquard Heather Collection of towels.

"Color more than ever is driving this market," said a buyer from a regional chain. "We are looking at some of the newer colors, but the danger is getting in too deep with product that will cool off quickly."

Not yet showing signs of cooling is denim, the casual look pervading America's homes. Denim, both as an accent and an all-over influence, exerted a strong presence. It was seen on bedding patterns by Springs and Wamsutta; on decorative pillows by Table Trends, a division of Arlee Home Fashions; and in one-piece slipcovers either alone or mixed with stripes, florals and plaids by Sure Fit, a division of Fieldcrest Cannon.

Linen also had a significant presence in categories across the board, with big statements at Arlee on decorative pillows and tab tops. Chenille, silk, and suede and leather looks were featured in its new showroom, which has expanded its capacity by 80%.

The heathered look was a standout for Dan River in its Colours by Alexander Julian collection with 12 skus ranging from jeweled tones such as wine, forest green and marine blue to brighter tones such as papaya orange, citron yellow and snow white.

Spice was a featured color on several tablecloths and accessories set on a denim blue ground at Town & Country. Its bath collection with new partner Rubbermaid will contain spice as a key color. In rugs, spice and updated jewel, vintage and harvest trends played an important role in introductions in 6-ft. by 9-ft. wovens at American Rug Craftsmen.

Tapestries were the big new at American Weavers, which turned out 30 new woven throws, the majority based on designs from its American Greetings license. The company also developed new fixturing, a 4-ft. by 7-ft. freestanding wire display with interchangeable header cards that holds up to 96 units. The fixture is under consideration by Kmart and Sears, and its new 4-ft. wire fixture for runners and placements has been picked up by Wal-mart, the company said.

The hot colors of the season are not as important in the juvenile business, where primaries still reign supreme. Bibb premiered a colorful collection of licensed properties, including Anastasia and BettleBorgs, which are new to this market. These properties join NFL, NASCAR, MLB, Looney Tunes, The Lost World and Batman and Robin, all with new introductions. The Disney contingent was strong at Springs with Hercules, Winnie the Pooh, Mickey & Minnie Mouse and The Little Mermaid (which will be rereleased in November) making an appearance on coordinated programs. Bath products are available for The Little Mermaid license.

Bibb will also showcase its first nonlicensed solid color and print program targeted at two tiers of distribution: 120 muslin for the mass market and 200 count for the mid-tier segment.

This two-pronged assault was initiated by Thomaston Mills along with the introduction of Pure Cotton, a 250-count cotton luxury collection in solids and prints for department stores, and New Era, a 120 muslin program available in three floral and three geometric prints for the downstairs market.