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LAST CHANCE page 57
was a wheeler-dealer. They're
still talking about him in New
York. He had all the contacts in
the business and everyone
trusted him.
"I first met Harry almost im-
mediately after I came to De-
troit," Mr. Daly recalled. "I was
a no-name, but he took me un-
der his wing. I was a clothes
horse, and he understood that.
That's how our association be-
gan.
"I enjoyed working with Har-
ry, Ben and all the people at
Get the best prices
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was the main man, an innova-
tor and motivator," said Mr. Si-
mons, who helped Mr. Kosins
obtain celebrity endorsements
from Detroit sports figures like
Mr. Daly, ex-Detroit Red Wings
coach Jacques Demers, former
Detroit Lions coach Monte
Clark, ex-Lions Bubba Baker
and Billy Sims and Tigers stars
Lou Whitaker and Alan Tram-
mell.
"Harry knew his merchan-
dise and he knew timing," Mr.
Simons said. "We met every
Hundreds of Umbrellas
in Stock from only
$79.95
Completely Casual for
Over 49 Years!
Harry (left) and Ben Kosins at the ground-breaking ceremony for the Kosins Big &
Tall In Lathrup Village.
NOVI - 348-0090-48700 Grand River
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13
Kosins Clothes. They were like
a mini-family for me."
Retail expert Fred Marx,
president of Marx Layne Co.
marketing and public relations
in Farmington Hills, points to
increased competition, the trend
toward more casual men's at-
tire and Harry Kosins' death as
the reasons for Kosins Clothes'
hard times.
"When Harry died, the busi-
ness lost its sense of distinc-
tiveness," Mr. Marx said.
"Harry did a lot of hard-hitting
promotions and he created a
feeling of action that made the
business more original than
conventional. Harry had lint in
his bloodstream, no doubt about
that."
Steven Simons knew Harry
Kosins well. Mr. Simons, pres-
ident of Group SAA Limited in
Farmington Hills, handled
Kosins Clothes' catalogue, di-
rect mail and print advertising
for 14 years (1977-91) before he
was taken off the account a few
months after Harry Kosins'
death.
"When Harry went into the
ground, he took the motivation,
aggressiveness and creativity
of the business with him. He
Monday morning, and a lot of
times we decided then what we
were going to promote in our
Thursday and Friday adver-
tisements. We were able to
work quickly."
Mr. Simons said the imple-
mentation of the Joint Operat-
ing Agreement (JOA) between
the Detroit News and Detroit
Free Press in 1989 impacted
Kosins Clothes' advertising
strategy.
"At one time, we could get a
remnant (space available) full-
page ad for $4,000. When the
JOA went into effect, the price
climbed to $20,000," Mr. Si-
mons said.
Mike Bernacchi, professor of
marketing at the University of
Detroit Mercy, said a positive
image and presence are keys to
success in the over-crowded
world of retail. As examples, he
pointed to giants Wal-Mart and
Kmart.
"(The late) Sam Walton's
business philosophy continues
to speak volumes for Wal-Mart.
Meanwhile, part of Kmart's
problem is it hasn't decided
what it wants to be when it
grows up, and the public per-
ceives this," Mr. Bernacchi said.