HOSIERY’S NEW CENTER STAGE AT DANSKIN

Byline: Marc Karimzadeh

NEW YORK — Danskin’s got some ideas in store.
Beaming with confidence that legwear will fully turn around this fall, the company that owns Pennaco hosiery has chosen to present its legwear at the center of the showroom, laid out like a store department.
“We feel so strongly that it is hosiery’s time again,” said Carol Hochman, Danskin’s president and chief executive officer. “We wanted to show the stores what [we feel] they need to do to get the customer excited.”
The result is a clean and graphically organized space with separate fixturing for its Ellen Tracy, Round The Clock and Givenchy brands. There are also selected fashion items of those collections displayed on leg forms placed on side tables.
This is a departure for the company. Before the restructuring of the showroom, samples were put on a large, central table and accompanied by some leg forms here and there. For this fall market, fashion items feature more prominently than before to underscore that fashion will be one of the main driving forces in the category’s future and show how they can make legwear departments more attractive to consumers.
“The business had become so commodity driven with basic pantyhose women only buy when they really have to. Now, we are giving them something different,” said Barry Tartarkin, Pennaco’s vice president and general manager.
For fall, the company’s offering includes a variety of textures and specialty items, such as Givenchy’s plaid and argyle knee-highs or styles adorned with Swarovski crystals. “Magazines are still showing much legwear, so let’s replicate that with an extensive fashion offering in the departments,” Hochman said, pointing to another accessories classification that has seen a similar revival in the past five years. “Handbags used to all be black and brown leather but that’s not what the business is about anymore.”