New Retail Concepts, the 2-year-old company that makes the No Excuses clothes line, signed Donna Rice up as a spokeswoman last July. Then they paraded her out for a press conference to announce it--the same day that Gary Hart faced Ted Koppel. Early in September, they started airing jeans commercials with Rice claiming: "I make no excuses. I wear them." And more promos are due in the November issues of Glamour and Seventeen.
So, after all the public ballyhoo, how is the line selling?
"Phenomenally," according to Dari Marder, ad and p.r. director. "I know we made the right choice (with Donna). We're drawing on her name recognition. She's such a media sensation."
But what does that mean in concrete terms? "I hesitate to give the (figures) because (it's) competitive information," said exec veep Howard Frank, who predicted a $25-million profit by the end of this year for the "competitively priced" jeans, tagged at about $30 a pair.
Other New Retail execs couldn't agree on exactly where their line was marketed and were vague about quantities sold.
Marder claimed the jeans are "blowing out of Macy's" in the East. But an assistant buyer at Macy's NYC store told us they carry only the jean miniskirt. And as of Sept. 28, only eight had been sold from their stores' stock of 276.