fashion fleece is picking up

Wrangler has not seen any lessening of interest in denim shorts. Phillip Dunn, vice president of the women's jeans division, commented: "We're very pleased with our results in what is for us a new program in jeans-related shorts. We've done exceptionally well with them and we're going to continue to be aggressive with them in 1995, and we think they'll still do as well then." Joyce Markwell, Wrangler's merchandise manager, said that "most of what we have sold has been in core finishes in heavy fabric. The missy customer likes something that has some body. But we have expanded the line with some 10-ounce midweights.

"We run several stonewash finishes as our core colors, light and medium to blue overdyed indigo, in the 14 3/4-ounce. In the midweights, we have our 'sunbleached indigos.' These are very light stone-bleached finishes and we also have a bleached ticking stripe. In twill, we have navy, white, and red, and we've added some sand colors in the khaki family. New earth-tone neutrals include seafoam, stone, and sea oats--sort of a light yellow or maize. Workwear looks are unique to our company--a loose-fitting short with a 7-inch inseam in a variety of fabrics: soft, vintage denim that resembles ringspun, and yarndyed engineers' stripes or herringbones. These can be shorter because they're aimed at a younger, junior customer. But our research has found that our mainstream customer prefers the 9-inch inseam that she can wear as is or roll up." Riders offers several shorts styles for both the missy and junior markets, reported Melanie Albert, director of advertising for the brand. "They are in the same relaxed silhouettes as the missy jeans, and we have added shorts in the London Riders style. The lighter indigo finish is key for missy sizes. Natural did very well in some Northeast markets, though white was not a huge business," she said. "Baggy Riders, in soft 10-ounce fabric, also did well, as did elastic waist styles in fashion colors. For juniors, the EZ Rider was key, in light blue and jet black. For that market, we also have a notched-fly model and short-shorts, in melon and other forward colors."

THE 'REAL' ACTIVEWEAR
But the core of the retailer's activewear business is still basic fleece. "We sell a lot of basic sweats at Kmart," said Gil de Marrais. "The business has softened somewhat in basics, but fashion fleece is picking up. If you have a little bit of fashion--a print or a texture--the item will do well, better than a basic. We've added hoods, of course, to the basic top and heavyweight fleece now does very well." yanzic0504
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