The big squeeze

Discount Store News, May 5, 1997 by Jeffrey Arlen

After close examination and analysis of the needs of mass market apparel retailers, Sasson offers an innovative answer.

Sasson has created a new collections concept of beautifully designed, constructed and marketed clothing that gives retailers the kind of weapons they need to effectively compete today.

Already a long-established player with a history of innovation on the mass market selling floor, the $400 million-a-year denim and sportswear company has raised the bar on the level of products, merchandising and marketing it is offering its customers.

"We're re-created Sasson as a design-driven, rather than merchandise-driven, company that can deliver product lines that will encourage multiple sales. Our styles, in various groupings, are related by color and fabric. The packaging and labeling work together and we offer in-store displays that enhance the goods even more," explains Linda Elton, president of Sasson Licensing Corp. "All of our licensees are now producing lines that are centrally designed and coordinated," she says.

A key element in Sasson's new collections approach is the firm's recently hired design director Don Polley. Polley is a well-respected industry pro who created and designed the original Merona Sport line and has worked as a consultant for Nike, Reebok and Salant Corp. designing Canyon River Blues for Sears. At Sasson, he is creating timely merchandising and marketing themes that relate to a variety of consumer lifestyles and tastes.

Sasson Universite[TM], for instance, is a complete package of casual, jeans-oriented sportswear in multiple product classifications. The Sasson Sport collection offers "techno-driven" silhouettes featuring stretch fabrics, poly/fleece, ski parkas and warm-ups in vibrant, contemporary colors. Black Tab[TM] is Sasson's newly created collection of denim-oriented sportswear, which is available at selected retailers at higher-$27 to $30-price points. Consumer reaction has been excellent with some stores reporting sell-throughs of 25% a week.

The idea behind all of the new Sasson collections is to make life easier for retailers. "We know that our customers simply don't, in many cases, have the time to come to market, look at rack upon rack of knit tops or wovens and then pull together a closely related grouping. We develop the themes, give our licensees very specific direction--just like a main floor designer--and offer retailers a very focused package that is coordinated from label to on-floor presentation," Elton explains.

While Sasson's new collections offer retailers virtual turnkey solutions, the company also understands the importance of flexibility and customization. Merchants can buy by classification or tailor their selections to individual need.

Sasson will even produce exclusive collections for retailers for whom differentiation is a high priority.

"In today's crowded field, it's important that retailers have distinctive points of view," Elton says. Long known for creative marketing, Sasson's latest campaign, featuring Ivanka Trump has already captured much media attention. Print ads in March fashion magazines and point-of-sale materials featuring Donald and Ivana's daughter capture the essence of Sasson's new approach.