Suitable Shop Wanted
Rogovin Group Tailors Review For Gentlemen's
By Tom Welsend
A review for the $3-million Gentlemen's
Wear-House ad account now includes 15 agencies in New England
and New York and should be narrowed to a half dozen finalists
within the next few weeks.
The review is being
coordinated by The Rogovin Group in Newton, Mass, David
Rogovin, who until 1987 was president with the former Maslow
Gold & Rothschild/Boston,
said that his company's involvement in the review is twofold:
Not only is the company managing the retailer's ad review, "we're
acting as the interim marketing department," he said
"The agencies we've contacted have
had experience in retail generally and men's fashion specifically," Rogovin
said. No other agencies will be considered. He declined to
identify the 15 agencies, each of which has received a questionnaire
asking for capabilities.
From there, Rogovin said, the chain of
30 stores, which sells lower-priced, American-made men's
suits, will review the questionnaires and select five or
six agencies to visit for further discussions. Based on those
discussions, three shops will be selected to make spec presentations.
A final decision is expected by late December.
The chain is trying
to change its current image, Rogovin said, but even though
they've hung tough, it still "ain't easy going"
for retail. Whatever agency we work with will have to quickly produce
advertising that measurably increases revenues and profits."
Creative is currently handled by a small
New York agency that Rogovin declined to name. The ads, produced
inexpensively and relying on cartoons and jingles, position
the chain as a low-price alternative to other men's clothing