By NOLA L. SARKISIAN
Staff Reporter
Armani shirts. Red cashmere dog sweaters. Hemp shampoo.
L.A. merchants said those are just a handful of the popular items that drove what is becoming a recurring retail phenomenon January sales mania.
Southern California followed the rest of the nation in registering big sales in a month that traditionally accounts for just 5 percent of annual retail revenues. Indications for early February point to continued big spending.
“We have low unemployment, lots of job security, low inflation and interest rates, and a resurgent housing market. Retailers couldn’t ask for a better economy,” said Richard Giss, an analyst at Deloitte & Touche LLP in downtown L.A.
Analysts have pegged the national retail sales increase for last month at 7.4 percent to 8.2 percent over January 1998. That came after a robust holiday season that showed a 6.5 percent increase over the like period in 1997, according to the National Retail Federation.
Several major retailers said their January sales were up, although none would release figures. Macy’s West reported sales were stronger this year, driven by key products such as sweaters, fleece and spring wear. Nordstrom officials in Southern California also said sales were brisk, as did representatives of Mervyn’s at the Glendale Galleria.
January sales totals have yet to be compiled for L.A. County. But merchants from Beverly Hills to Glendale said business for this time of year has seldom been better.
“People aren’t concerned about whether they’ll have their job next month or not. They aren’t concerned about being canned. They just want to go out and have fun,” said Jennifer Kaufman, owner of a store that carries her name in the Beverly Center.
From $185 dog sweaters to $575 leather handbags, the full-priced store caters to customers with disposable income. Kaufman said her January sales were up 20 percent over the like period a year ago.
“No one needs anything in my store. Your life would be the same without my products, but it wouldn’t be as aesthetically pleasing or as much fun,” Kaufman said.
Malls such as Beverly Center, Santa Monica Place and the Glendale Galleria also reported strong sales, although exact figures won’t be available until later this month.
“Based on a snapshot survey from a winter sidewalk sale in January, our merchants experienced an 8 percent sales increase over last year,” said Santa Monica Place marketing manager Michelle Malynn. “We are pleasantly surprised.”
At J. Colton, a men’s wear store in the mall, tourist dollars were credited for a 15 percent increase in sales.
“Our tourist season has really picked up. The first thing we ask people when they come into the store is where they’re from, and people tell us England, Japan and Europe,” said owner Arthur Sharif. “They like the brand names, like Armani sweaters and Polo shirts, because they buy them cheaper here than abroad.”
Indulgence is also driving sales. “People are always looking for new products and they don’t always have to spend a lot of money to buy something. Our new hemp products have been extremely successful and affordable,” said Andrew Graham, owner of the Body Shop store in the mall.
In addition to the healthy economy, centers also are adding new and renovated stores. In the last six months, the Beverly Center added a Louis Vuitton, Mont Blanc, DKNY, Armani Exchange and an expanded Williams-Sonoma.
“People get into the center and realize it’s changed, which sparks their interest in shopping and staying longer and spending more money,” said Laurel Crary-Globus, the center’s general manager.
Will the good retail times last? Many retailers remain unabashedly hopeful. “We have every indication that it will continue. Right now, I’m managing gift requests for July and I’m planning on opening a bigger store in June,” Kaufman said.
Said Giss: “My expectation is that we’ll continue to see strong sales for the quarter. There’s nothing on the horizon that causes you to think that we can’t continue this.”
Shoppers last week at Beverly Center, who weren’t walking empty-handed, seemed to confirm her optimism.
“I shop all the time. There’s always an occasion birthdays, holidays, anniversaries,” said Sue Weiss of West Los Angeles. “Right now I just moved into a new townhouse and I’m furnishing it,” Weiss said as she bought a $90 sheet set at Pottery Barn. “And, I love to collect Barbies. I bought them for my grandkids and I just bought a new one today for $200. It’s a Bob Mackie design.”
Added 33-year-old Tena Olson, who spent $4,000 last month on apartment furniture: “People are tired of hearing about the problems in Washington and abroad. They just want to get away from it and many do it by shopping.”
