CHICAGO — Consumers have come to expect budget-priced basics, like shorts, T-shirts and multipacks of underwear, from mass merchants, but a recent spot-check of Sears, Roebuck & Co., Target Stores and Venture Stores also found a tempting array of merchandise with fashion flair.
Besides basic cotton T-shirts for $6 at Venture, or a six-pack of Fruit of the Loom underwear for $9.92 at Target, key looks included shortalls, broomstick skirts and floral print dresses.
Target had a strong selection of dresses, including baby-doll, romper and longer vintage looks, at prices from $14.99 to $29.99.
Wide aisles and well-organized, neatly presented merchandise, grouped according to trends and function, made shopping at Target easy. Basic shorts and T-shirts, for example, were in one area, more fashion-forward merchandise in another. Large signs made items and areas easy to locate.
Clearance merchandise was separated from regular-price goods on a couple of round racks to the side of the women’s apparel area, so it wouldn’t detract from the overall spiffy look of the floor.
A few salespeople were on hand to answer questions near the fitting rooms, although when asked if they had any loose, flowing rayon pants, all they were able to come up with was a baggy pair of elastic-waist polyester pull-ons.
The main contemporary brands at Target were Sostanza and Trend Basics. Value-priced items with touches of fashion included a white cotton sleeveless shirt at $7.99 by Trend Basics and cotton shortalls by Sostanza in solid neutrals, stripes and denim at $21.99.
A silk and cotton blend knit top in taupe or cream, by Honors, was a good value at $15.99. Target also gave a nod to ecology with a group of natural, unbleached cotton bras, panties and sleepwear priced from $3.99 for panties to $15.99 for a sleeveless waffle-weave nightgown that could pass as a dress.
Accessories at Target included miniature imitation leather backpacks by Gitano, specially priced at $6, and larger nylon backpacks featuring Flintstones characters for $12.99. Straw hats with sunflowers were $6.
Another hot fashion trend was athletic-inspired apparel — cotton and Lycra spandex cropped tops, shorts and skirts in solid colors with white racing stripes — at Target and Sears. Target’s line, by Code BC, was being promoted; a cropped top, for example, was marked down to $7 from $9.99.
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At Sears, the group by D’Knits was priced a little higher — a similar cropped top was $18 — but the quality seemed better.
Sears was also promoting a silky knit long-sleeve top by Middlebrook Park, its own private label, in a blend of polyester, rayon and cotton in neutrals, marked down to $8 from $12. The tops were attractively folded in piles on a table, similar to displays at stores like The Limited.
Another display of silky lingerie on a table seemed to have taken its cue from Victoria’s Secret. Of the three stores visited, Sears most closely resembled a department store. It was uncluttered, merchandise was organized and displayed according to trends and the sales staff was friendly and helpful, approaching customers rather than waiting to be asked and pointing out good deals.
Dresses were also big at Sears and went to slightly higher price points than at the other two stores. More sophisticated styles, which could be appropriate for the office, were as high as $70.
The ubiquitous floral rayon dresses at Sears ranged from about $20 to $50. One of the best was a blue polyester georgette baby-doll dress with roses around the neckline by Sweet Miranda for $49.99.
Other trend-conscious looks at Sears included a rayon and spandex knit flip skirt at $26 and a patchwork rayon broomstick skirt by Tangibles at $32.
Offerings at Venture tended to focus more on budget pricing; a short broomstick skirt, similar to the one at Sears and also bearing the Tangibles label, was $16.99. Besides such well-known basic brands as Chic, Lee, Gitano and Sasson, Venture had more fashion-forward merchandise from Ivy Club Classics, including an embroidered cotton vest at $16.99, silk tanks at $9.88 and cotton shortalls with a stars-and-stripes print at $16.99.
Another highlight at Venture was a collection of brightly colored print dresses and separates, like a rayon top by Jessica Stevens at $19.99, aimed at an older customer.
Venture was the hardest store to navigate. Circular racks were packed tightly together on carpeted areas, which were difficult to negotiate with a shopping cart. The intention seemed to be to get customers to stick to the narrow vinyl walkways.
Fitting rooms at all three stores were basic, but had flattering lighting.