Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.trends,americast.usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Fri, Oct 23 1992 Date: Fri, 23 Oct 92 04:43:42 EDT Message-ID: 10-23 0000 DECISIONLINE: Trends & Marketing USA TODAY Update Oct. 23-25, 1992 Source: USA TODAY:Gannett National Information Network EVERYONE COPIES IN SPRING SHOW: Paris designers tossed a lot of trends against the wall at the spring '93 shows the last two weeks. Some will stick. Others will fall by the runway. And some will surface in the U.S. shows that begin in New York Nov. 2. What to look for: European influences, everybody copying each other - and no legs. The mini is finally dead, at least in Europe, according to designers. (For more, see special Fashion package below.) APPLE SURGES OVER IBM: After longer than a decade atop the personal computer industry, IBM has surrendered its throne to industry pioneer Apple Computer. This year, Apple has shipped more than 2 million PCs vs. IBM's 1.9 million. In the third quarter, Apple shipped 785,000 PCs compared with IBM's 589,000, according to International Data, a leading market researcher. SUCCESS SURPRISES EXPERTS: Most industry experts were surprised to learn that Apple has swept by IBM. Apple, created in 1976, led the industry for five years. Then, in August 1981, IBM introduced its first PC, dubbed the "Acorn," and quickly overtook the industry. Lower-cost competitors flocking in during the past five years have stung IBM. Apple responded better to the hordes and took the lead in 1990. IVORY JOINS SOFTNESS CRUSADE: Another reminder, this from an old friend, that baby boomers are aging. As the demographic bulge heads through their 40s, their skin gets older, too. Now joining the recent explosion of moisturizing products is Ivory. What's new: This Procter & Gamble infant doesn't float. It's called Ultra Safe Skin Care Bar, which doesn't make the skin dry - a customer complaint. DRINK YOUR MEDICINE: Seasonal snifflers are getting a new way to cure those viruses. In addition to TheraFlu, a powder to be made into a hot remedy, there now is Dristan Juice Mix-In from American Home Products Corp. The product is a first in the growing segment of the $1.6 billion cough and cold category, says Advertising Age. It's mixed with juice, which is recommended for colds. WE'RE BATHING MORE: It's bath time in America. A Gallup Organization survey finds that 32% of those surveyed regularly cleaned up with baths instead of showers. That's up from just 18% in 1991. In response, marketers are coming out with products to pamper those who prefer a soak to the spray. Procter & Gamble's Calgon tops the market with 13.5% of market share in supermarkets and drugstores. TRADITIONALISM GOOD FOR SISTERS: The so-called Seven Sisters of magazines are rediscovering tradition, capitalizing on the family values trend. "In the '80s, when hype and ... materialism was" what people responded to, "that wasn't a good time for us," according to Alan Waxman of Good Housekeeping. Advertisers are shifting back to such magazines as McCall's and Good Housekeeping. The latter is up 11.5% from '91. IMPORTED BEER SELLING WELL: There may be a recession. But don't tell brew-sippers. Sales of imported beers are up 7% for 1992, according to some first-half industry estimates. And that's after a dry '91 when sales fell almost 10% thanks to higher federal excise taxes and the recession. Especially good news: Growth isn't fueled by a single beer, such as Corona that took off in the 1980s, but by overall improvement. MAKING USE OF DRIVE TIME: It's not just in California. Women throughout the USA are finishing their makeup routines at red lights when driving, reports the November issue of Glamour. What they're doing: Putting on lipstick, combing hair dry and applying gel, putting on a scarf, adding earrings and switching purses. SPECIAL PACKAGE ON FASHION: BELL-BOTTOMS SWING BACK IN: The latest fashion notes form the Paris spring shows: The cutting edge bell-bottom is back. It's tight and hip-hugging, worn with the all-important clunky platform shoe or elevated Beatle boot. This look is popping up in Les Halles and the Marias, both newly gentrified areas of Paris. Loose and wide is the other bell option. It all depends on the thighs. HIPPIE CHIC RETURNS: Skirts hug the middle region as well. Everyone from Chanel to Hermes bares the belly button with hip-hugging skirts, low bell-bottoms, cropped tops and bandeau bras. Also back: Pseudo-psychedelic. Gauze appears in sheer slacks and caftan-like tops along with tulle and crepe. Also: Fringe, love beads, headbands and skull-scarves were seen at Chloe, Lagerfeld and Chanel. BLACK IS BACK: Spring colors are mostly muted pastels. Black is the top hue. But the cream - beige, taupe, ivory - is rising. Prints are passe. Texture, layering, shreds, rips and sheer delights are more important. Also haute: The vest is tres important. Best worn loose and long over long skirts and bell-bottoms. Often the vest is so large, it might be a jacket without sleeves. (End of package.) Trends & Marketing Editor: Beth Mann. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM