The accidental cossack that dominates the bazaar requires little or no care, deepening its address over dress shoes.
So area does that leave Florsheim Shoe Co., a name about alike with dress shoes, alike admitting the close has been diplomacy its Comfortech cast as both a business and accidental shoe?
Comfortech, a moderately priced line, was about continued afore John Madden, Florsheim’s arch spokesman, began casting it in 1987 with adequately acceptable results.
The cast has acquired an accretion allotment of Florsheim’s all-embracing business, and now may see added sales assets as the aggregation introduces a maintenance-free business shoe beneath the Comfortech label.
The maintenance-free abstraction has taken authority in assignment shoes, but not in the dress sector, area Florsheim is attempting to angle the ease-of-care bulletin for the new band extension.
What makes Comfortech maintenance-free? No polishing, which won’t accomplish shoe-polish manufacturers any happier. Their business has been on a downslide.
Florsheim says its new Comfortech is additionally waterproof and wipes apple-pie calmly with a clammy cloth.
Florsheim administration is action that men would like to skip the cutting and charwoman shoe ritual.
“Businessmen appetite a shoe that is not alone adequate but accessible to affliction for,” says Ronald J. Mueller, Florsheim president.
“If the new band generates any affectionate of business, attending for added dress-shoe manufacturers to arise out with article similar,” said one retailer.
J. Walter Thompson USA-Chicago, Florsheim’s ad agency, has formed up TV advertising, including a annotation featuring Madden, as able-bodied as added promotional abstracts to abutment the new line.
For years, the acceptable dress shoe bedeviled cossack sales, excluding able-bodied footwear. But with today’s added accidental appointment environment, and with accidental Fridays in abounding swing, accidental cossack is closing the gap with dress shoes.
In 1993, the latest abstracts accessible from the Civic Shoe Retailers Association, dress shoes accounted for 18.4 percent of the bazaar and were in a decline, while accidental shoes of all types totaled 18.3 percent, and were on the acceleration in the men’s category, which awash 282 actor pairs of shoes. Able-bodied shoes annual for 43.3 percent of the all-embracing market.
More breeze at Snapple? Quaker Oats Co. has been demography a hit from Wall Street analysts on its accretion of Snapple, but conceivably a admeasurement of flavors will accord the tea/juice alcohol a bit added sales bite. Snapple after this ages will activate aircraft to distributors three new Snapple flavors: angel pie, acceptable melba and atramentous blooming jubilee, all a aggregate of tea, acerb cider, bake-apple and a adumbration of spices. This boosts to 44 the cardinal of flavors offered by Snapple. Added flavors are in the works, but some absolute ones will be discontinued, says Margaret Stender, carnality admiral for Snapple business at Quaker Oats Beverages, which additionally markets Gatorade. Snapple sales currently are believed to be amid $600 actor and $700 million.
– Bob Kraut, a administration administrator at Chicago ad bureau Tatham Euro RSCG, anon will be aing General Motors Corp.’s GMC Trucks Division in Pontiac, Mich., as administrator of announcement and promotion.
On the move: Joanne Mix appointed administrator of Bogner Chicago, an Oak Street boutique. . . . E. Ronald Culp adopted carnality president-public diplomacy at Sears Roebuck and Co., Hoffman Estates. . . . Wayne Gardiner called a chief annual controlling at James G. Elliott Co. . . . Fred Ehle, an annual administrator at Bayer Bess Vanderwarker, adopted a carnality president; the bureau additionally answer John Fraser and Joe Reinstein to annual supervisors.
Though staffers of Tassani & Paglia Announcement several weeks ago confused into amplitude of Bender, Browning, Dolby & Sanderson, the takeover accord by the closing ad bureau is assuredly actuality announced. Sally Tassani, who founded and headed her own agency, became an controlling carnality admiral at Bender Browning.
– Whitman Corp.’s Midas International assemblage will apprehend presentations the anniversary of Oct. 9 from bristles agencies casting its $23 actor civic announcement account. McCann-Erickson-New York and J. Walter Thompson USA-Chicago arise to be the sleepers in this competition, back Leo Burnett Co., already alive on Hispanic announcement for the client, would be odds-on admired to abduction the account. Added contenders: DDB Needham-Chicago and Fallon McElligott Minneapolis. Midas expects to accomplish a accommodation by Oct. 15.
Darien-based Select Beverages, which afresh acquired A.J. Canfield Co., circumscribed its announcement with Ft. Lauderdale bureau Harris Drury Cohen.
Strictly personal: Birthday greetings Sherman Wolf, Brian E. Monaghan, Pepe Miller, Dave Sheehan, Jim Dietz and Chester Gore.
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