Suitable Shop Wanted

Rogovin Group Tailors Review For Gentlemen's Wear-House

By Tom Welsend

A review for the $2-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 last week.

"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 seeking to change its current image, Rogovin said, but even though they've hung tough, it still ain't easy going out there for retail. Whatever agency we work with will have to do advertising that increases sales."

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 discounters.