Arguably, “X-ers” are the most entrepreneurial generation ever. But the hordes of marketers trying to tap into the more than 40 million people comprising Generation X are no slouches at enterprise, either.
One of the newest pursuers of that market is Chicagoan Charles Gangi, an Italian-born clothing designer who once studied under Oleg Cassini and created wardrobes for “Goldfinger” and other films.
Gangi, himself an entrepreneur, thinks he can make some sense and cents out of the X-er market, which generally is considered to be people in their 20s, though some say it begins at 18.
No matter what, Gangi International Ltd. next month unveils a unisex fragrance for X-ers, appropriately dubbed Gangi Generation X Natural Body Fragrance. Initial distribution: 65 Montgomery Ward stores in the Midwest.
Gangi, whose firm has been selling a fragrance line under the Gangi Le Sport label to upscale boutiques, has received ringing endorsements of his new fragrance from three X-ers in his family.
“Dad, you didn’t make it fancy,” they told their father. “You made it plain and simple.”
Indeed, the packaging for this 1.5-ounce cologne (Mandarin orange, light floral and wood formulations) features recycled corrugated wrapping and an explanation card to Generation X, tied to a scented jute string used as a tester. The package comes with a free sterling silver earring.
“I liked what they (his X-ers) told me, because this is something they can identify with,” Gangi said. “After all, they are consumers today and the core buyers of tomorrow.”
Gangi is looking at expanding his Generation X line to jewelry, jeans and sportswear.
Gangi and Rafalson Marketing Communications, a Chicago firm he has enlisted for strategy and planning, are looking at other channels of distribution for Gangi Generation X.
Gangi begins shipping the new fragrance to Wards in mid-July, and the item should be available later in the month at retail.
Initials for Kemper unit? Going the initials route has been one way for firms seeking a new corporate identity. This may well be the case at Kemper Securities Inc., the brokerage unit of Kemper Corp. being spun off as an employee-owned company, insiders suggest. Kemper Securities has put the lid on any premature disclosure. Could it be that the letter “K” will be in the new corporate shield? The only problem with “K” is that it may remind consumers who know what that represents in keeping score in baseball: a strikeout. Sources also indicate Kemper Securities has retained Lippincott & Margulies, the New York firm specializing in corporate identity programs.
– Katherine Smith, a former VP-consumer affairs at Quaker Oats Co., joins Rosemont-based Dairy Management Inc. next Thursday as group executive-communications. She’ll oversee corporate communications, industry and consumer relations, product publicity and other matters.
Strictly personal: Birthday greetings to Dirk Herrman (R.J. Reynolds Tobacco), Gerald L. “Jerry” Hansen and Allison Boehnel.
In a surprise move, Rupert Murdoch’s News Corp. named TV Guide editor-in-chief Anthea Disney to that post worldwide for its Delphi Internet Services Corp. Disney also had been editorial director of Murdoch Magazines. A new editor-in-chief for TV Guide was not immediately named.
Broadcast Advertising Club of Chicago was pleased as punch to land Mayor Richard Daley as speaker for its June luncheon meeting earlier this week. But the group didn’t deliver the audience it should have. Only 315 were fed at the Hyatt Regency Chicago. Compare this turnout with the 1,100 who jammed the hotel’s ballroom in August for a luncheon showcasing fitness guru Susan Powter, or the 1,750 who turned out for broadcaster Rush Limbaugh earlier in the year.
