KORSHAK’S GETTING INTIMATE
Byline: Rusty Williamson
DALLAS — Spotlighting intimate apparel in its own home is paying off at Stanley Korshak here, the swank store owned by hotel magnate Caroline Rose Hunt’s Trust Estate.
Last spring, the store, which has made its name with cutting-edge bridge and designer apparel for women and men, consolidated its inner apparel offerings in a 1,000-square-foot space on the second floor. Prior to the consolidation, intimate apparel and related categories, including hosiery and bodywear, were merchandised in niches throughout the store.
Now that they’re all together and the offerings have been expanded, each of the businesses is ahead at least 20 percent against last year. A vastly expanded Donna Karan Intimates business, which is the crown jewel of the new department, has seen business triple. Store executives have found success by mixing into the area basic separates such as white shirts and denim items.
The area is generating about $200 per square foot, according to Crawford Brock, president.
Customers are now spending an average of $250 per purchase in the area, usually for at least six items.
As the star of the show, Donna Karan Intimates is merchandised at the entry to the area.
“It has a following on its own,” said Cynthia Joyner Denton, buyer. “Customers buy it in multiples, and we expect the business to keep growing. They’ll buy a bra, fall in love with it and call for replenishment. It’s so popular, they’re ordering it like hosiery.”
Donna Karan hosiery anchors Korshak’s legwear selection and is merchandised on the area’s back wall.
Karan Intimates’ bestsellers include racer-back cotton and Lycra spandex bras, panties and simple cotton T-shirts and boxer shorts, which are a favorite sleepwear ensemble. Colors include white, natural, black and nude. Bras retail from $55 for a cotton and Lycra racer-back style to $70 for a lace-trimmed cotton and Lycra full-cup style. All the bras are underwire-constructed.
Panties retail from $22 for a high-cut full-seat style to $50 for a Chantilly lace-trimmed satin jersey model. Thongs go from $18 to $45, while a popular lace-front camisole is $55.
To build its Donna Karan business, Korshak plans to add more loungewear soon.
Bodysuits and T-shirts anchor a wall in the body shop, and Only Hearts, Lynn Ritchie and Bisou Bisou are the star performers. Prices are $24 for a short-sleeved mesh bodysuit, available from more than one vendor, to $250 for a lace bustier style from Only Hearts.
Lynn Ritchie, New York, does especially well with Korshak customers with washable silk bodysuits at various prices.
“Patterns aren’t as popular as basic black and white,” said Joyner Denton.
Korshak’s basics concept is further defined by the selection of simple separates, including denim tops and bottoms from Diesel and white cotton shirts.
Among the fall bestsellers were stretch wool and Lycra pants, retailing from $150 to $350 from various vendors. Shrunken T-shirts and thin stretch ribbed T-shirts, typically worn under turtlenecks, have also been fall hits.