Word: oshman
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Dates: during 1980-1989
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...Oshman's, a Houston-based sporting-goods chain, has a shop in Harajuku that sells everything from $320 Eddie Bauer jackets to Hawaiian surfboards at $785 each. Only about 30% of Oshman's goods are made in the U.S., but the feeling in the store is as relentlessly American as Beach Boys music and suntan lotion...
Bold signs direct customers to the "surfin" department, and the company motto, also in English, is pure yuppie: "We make sure you're a winner." Says Isao Iwase, managing director of Oshman's in Tokyo: "The comfortable American life-style is being more widely accepted these days." With fall in the air, American baseball gear has given way to N.F.L. hats and jackets...
...memo last week, Rolm President Kenneth Oshman assured his employees that "our partners at IBM recognize the need to preserve Rolm's culture and informal style." Feelings within the company were mixed. Said a Rolm marketing manager: "There is a vague disquiet about the takeover and a feeling that something has been lost, but no great sense of panic...
...Oshman's Chief Executive Alvin Lubetkin says he is convinced that there is still a market for the exotic fare that made A&F celebrated. The Dallas store has already stocked up with a $350 rhinoceros-shaped leather hassock, $300 pipes made from bruyère roots and $40,000 elephant guns inlaid with gold and platinum. A discriminating car collector can pick up a new version of the famed Abercrombie Runabout sports convertible for $20,775. If any buyer cares, the car gets a surprising 25 m.p.g. on the highway...
While fostering its links with the past, Oshman's will also try to broaden A & F's appeal to the higher reaches of the middle class. The failed A&F's marketing strategy was to expand its range of upper-crust products beyond sports goods into general clothing. The new A&F will try to be both trendy and traditional, but stick to sporting goods, sportswear and glamorous gifts. It will carry a full line of jogging togs and roller skates in addition to the elephant guns. Says Lubetkin: "We're going to make...