Mlb discount apparel

Bright colors, interpretations of Polar fleece, licensed goods and private label programs are leading the way as discounters strive to build better turn and margin into the fleece business. Well-rounded assortments are the key as retailers find that no single item can carry the day in this mature segment.

"Basic fleece continues to downtrend, and novelty, while still in a growth mode for us, is pretty mature," said Skip Chustz, senior vp, gmm soft lines, ShopKo.

The largest suppliers are extending basics lines by adding fashion accents and trims and introducing fabrications with a hand similar to Polar fleece.

At Fruit of the Loom, for instance, Wilson athletic wear merchandise manager Barbara Pierce said new styles for fall 1997 will include a full-zip hood, muff pockets on each side, half-zip mock collars and enough variations of trim and texture to allow retailers to mix and match their way to unique assortments.

Adapting good results seen in private label programs to the Wilson line, Pierce said the vendor will provide fleece with a very low pill face this fall.

Prices look to be steady in basic and fashion basic goods this season, but retailers will test price points up to $29.99 for adult-size, full-make Polar-type fleece items in branded merchandise such as FOTL's Wilson or rival Sara Lee's Spalding. Private label offerings of comparable garments tend to range from $19.99 to $23.99.

Chustz said ShopKo will add more soft-hand fleece to its women's assortment but will focus more on delivering newness in the form of a fresh selection of embroidery, applique and screen prints across its private label mix in women's fleece. The chain may also increase the floor space devoted to licensed children's fleece.

Hills Stores has already ballooned its licensed fleece mix in its Kids Club departments, with Disney and Looney Tunes among the top choices. Manny Francione, senior vp, men's & kids' apparel, said Hills supplements its team and national brand business with Pro Sport, the private label activewear line launched this spring in boys'. Private labels Great Moves and On Cue provide basics and fashion basics direction for the girls' assortment.

Looking ahead to next year, discounters will be able to tap some completely new looks in team-licensed goods. The Women's NBA league, now targeting mid-tier and specialty chains for its licensed products, will start to flow WNBA items into the mass channel.

This will provide a welcome differentiation for the somewhat overlooked women's activewear category, where Warner Bros.' Looney Tunes characters and Disney icons have ruled. Women shoppers have for the most part poached for team goods in the men's departments up until now.

In addition to new wrinkles from the NFL, MLB, NHL and NBA, Warner Bros. WB Sport division will continue to build up a brand-like presence. At press time, WB Sport announced an agreement with Reebok to make and market a Shaq Dunkman line of Shaquille O'Neal-identified footwear and apparel for the mass channel. Fleece tops produced by Russell Athletic will be part of the line.