The Finish Line Inc. plans to test a new concept called Decibel that eventually could replace its Man Alive chain, according to the Indianapolis Business Journal. The retailer is re-branding four Man Alive stores for an April launch and is remerchandising product at four other stores while keeping the Man Alive name.
The test is scheduled to run at least six months. The chain told the IBJ that it had deemed the investment small enough that it has not yet warranted disclosure to shareholders.
The Finish Line has struggled with Man Alive since acquiring the urban chain in 2005.
Anchored by brand-name jeans and edgy T-shirts, Decibel will apparently offer “street fashion” aimed at a broader audience than Man Alive. The stores will carry some Decibel-branded basics, but most will come from name-brand designers.
According to the IBJ, renderings of the concept show “industrial-style shelving stocked with dozens of types of jeans including brands such as Levis, Antik and Silver, along with patterned button-ups and fashion tees.”
Glenn Lyon, CEO of The Finish Line, told the business journal, “In any fashion business, evolution has to happen. Were just trying to evolve with youth culture, to be more edgy and urban.”
In its fiscal third quarter ended Nov. 29, comps at Man Alive declined 6.8% amid heavy markdowns. On the most recent conference call, Lyon called Man Alive's results “not acceptable.”
“Right now, we are working to reset the stores with [a] different mix of inventory and marketing position,” he said. “We will carefully monitor the results of our effort to invigorate Man Alive. And we will make appropriate decisions based on the results over the coming year.”
