STORES Magazine - April 2015 - (Page 6)

n EDITOR'S PAGE Sheer Madness M y 22-year-old daughter and I got into an animated discussion recently as we were preparing for a family wedding. When I offered to pick up a pair of pantyhose for her, she had such a vitriolic response it bordered on scary. She considers pantyhose archaic, uncomfortable, dowdy ... the list went on. I don't love pantyhose and I don't wear them very often, but on a cold day, when you're wearing a formal dress, could use a bit of smoothing and your legs haven't seen sunlight for seven months, I think pantyhose are appropriate. Our spat spilled over to the wedding as she and I pointed out who was wearing pantyhose and who wasn't. Shallow? Maybe, but we each were determined to "win." She had the upper hand all night, though: While the over-60 set was wearing "nylons," it seems as though everyone under age 35 was either bare-legged or wearing tights. Unwilling to give up the fight, I spent the better part of the next week asking women of all ages for their opinions. A colleague at NRF shared that her mom, employed by a women's specialty chain, recently noted that there will not be any shipments of pantyhose to a planned new store opening "because they won't sell." A retail colleague said she declared her life "pantyhose free" in 1994 - and she hasn't gone back on her promise. When did pantyhose become so divisive? As someone who began her career in this small but vital niche of the industry, I have a warm spot in my heart for the oftenoverlooked fashion accessory. Yes, I said "fashion" accessory. The younger crowd can delude themselves into thinking that tights are not pantyhose, but I beg to differ. Tights may not be sheer, but they're an opaque version of pantyhose that come in an array of colors - footed and footless, patterned and plain. And while no one in my generation would be caught dead wearing suntan pantyhose with a reinforced toe, a 15 denier nude leg slipped into a Jimmy Choo pump is chic and polished. I reached out to NPD to try to determine how hosiery sales are trending these days, only to learn that "this category isn't available because of concerns with how the consumer panelists identify sheer hosiery." Ahh, yes. The word seems to conjure up the suntan version sold in an egg decades ago, but hosiery has evolved. What about the tremendous growth of Spanx sheers? Surely I'm not the only one who has read that Kate Middleton won't appear in public without her favorite John Lewis sheers. And then there's the Donna Karan Evolution collection of sheers and opaques; it's downright decadent - the epitome of luxury for the legs. Call me a dinosaur if you will, but I say predictions of the demise of pantyhose - whatever you choose to call them - have hit a snag! editor@nrf.com Follow @STORESMedia on Twitter. STORES (ISSN 0039-1867) is published monthly by NRF Enterprises Inc., a subsidiary of National Retail Federation Inc. 1101 New York Avenue NW, Suite 1200, Washington, D.C. 20005. Periodical postage paid at Washington, D.C. and additional mailing office. POSTMASTER: Send address change to STORES, 1101 New York Avenue NW, Suite 1200, Washington, D.C. 20005. Vol. 97 No. 4, April 2015. ©2015, NRF Enterprises Inc. All rights reserved. Publications Agreement No. 40609151. CANADA POSTMASTER: Forward returned copies to Station A, PO Box 54, Windsor ON N9A 6J5. 6 STORES April 2015 STORES Magazine STORES Digital Edition STORES Mobile Edition STORES Weekly 1101 New York Avenue, NW Suite 1200 Washington, D.C. 20005 202/783-7971 HARRY LISTER Vice President, STORES Media 202/626-8199 FAX: 866/640-8137 listerh@nrf.com SUSAN REDA Editor, STORES Media 516/437-1245 FAX: 866/640-8138 editor@nrf.com KRISTINA STEWART Managing Editor 202/661-3047 stewartk@nrf.com ELENA CAIOLA Senior Director, Audience Development and Digital Production 202/626-8146 FAX: 866/640-8139 caiolae@nrf.com SUSAN PATTERSON Senior Director, Print and Digital Communications 202/626-8102 FAX: 866/640-8135 pattersons@nrf.com DORIS MASON Circulation Manager 202/626-8172 FAX: 866/640-8140 circulation@nrf.com LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Molly Deise Katie Gribbin Chris Hodges Tim O'Connell Executive Publishing Inc. 900A Main Street, Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 advertising@stores.org For article reprints, including e-prints, please contact our Reprint Coordinator at Wright's Reprints 877-652-5295 or STORESreprints@wrights reprints.com. NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - April 2015

A Most Complex Game
It's All Connected
Retail People
Selling Satisfaction
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Merchandising
Business Operations
Finance
Technology
Omnichannel
IT
Online
Planning
Marketing
Online Fraud
Surveillance
Research

STORES Magazine - April 2015

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