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Article February 7, 1995

<CR><RD><BR><CS:BOLD>MARKET BASKET<BR><BR>Byline: </CS> <BR><BR>ANOTHER DESIGNING ANGEL: Could Farrah Fawcett be following in Jaclyn Smith's footsteps?<BR>Niki by Niki Livas, the eveningwear division of ZZ Manufacturing, has tapped Fawcett to give...


MARKET BASKET

Byline:

ANOTHER DESIGNING ANGEL: Could Farrah Fawcett be following in Jaclyn Smith’s footsteps?
Niki by Niki Livas, the eveningwear division of ZZ Manufacturing, has tapped Fawcett to give its eveningwear sales a lift. Looking to appeal to a more sophisticated customer, the company selected Fawcett, who starred with Smith in the popular 1970s series “Charlie’s Angels,” for a national print campaign, said Livas, owner and designer.
Livas said she hopes the $1 million ad campaign leads to the introduction next year of an eveningwear and dress line carrying the Farrah Fawcett label. However, Livas stressed that the Fawcett label will be aimed at upscale specialty stores, while Smith’s collection is sold exclusively at Kmart Stores, generating sales last year of about $150 million at retail.
In the ads, Fawcett models spring and summer dresses from the company’s new better-priced segment. The Niki line had previously been sold at moderate prices. Made primarily of silk and rayon satin, the 25-piece better group should increase business by 30 percent, she said.
Slated to break in the March issues of women’s magazines and trade publications, the ad campaign was designed by Amodeo Petti in New York.
“We wanted a person who people identify with. Farrah’s not oversaturated or unrecognizable,” Livas said. “She hasn’t lost her charisma.”

DIGERONIMO JUMPS INTO DRESSES: After more than three years developing a small designer-priced sportswear collection, Stephen DiGeronimo is looking to make his mark in the mainstream better-to-bridge dress market.
The day dress collection, which opened this month for summer delivery, will wholesale for $50 to $110. It will be sold under a new label called Geronimo. The prices for the new line are about half of the tags for the signature collection.
DiGeronimo, who is a partner in the business with Greg St. Onge, said he’d be happy with $1 million in sales for the Geronimo line in 1995. The collection business generated $750,000 in 1994.
The initial dress line features sporty, casual dresses such as T-shirt styles and tennis dresses done in cotton fabrics, including piqué, printed shirtings and knit jersey.