Ex-Giorgio Owner Ordered to Change Ads
Fred Hayman, a former owner of Giorgio Beverly Hills, was forced Friday by a federal judge to revise magazine advertisements that give the “impression that Giorgio no longer exists.”
U.S. District Judge Robert M. Takasugi issued a temporary restraining order on Thursday, and then held another hearing Friday as Hayman’s advertising agency, DDB Needham Worldwide, scrambled to come up with acceptable copy for looming deadlines for May publications.
For the record:
12:00 a.m. March 20, 1989 FOR THE RECORD
Los Angeles Times Monday March 20, 1989 Home Edition Business Part 4 Page 2 Column 5 Financial Desk 1 inches; 24 words Type of Material: Correction
A photograph in Saturday’s Times of Fred Hayman, former owner of Giorgio Beverly Hills, was incorrectly identified as a photograph of movie executive Giancarlo Parretti.
The flap began when Hayman placed ads in the current issues of such tony magazines as Vogue, Vanity Fair and Town & Country, declaring: “The biggest fashion news in Beverly Hills is that Fred Hayman has changed the name of his landmark store from Giorgio to “FRED HAYMAN Beverly Hills.”
Giorgio--including its namesake fragrance--was sold to Avon Products Inc. in 1987, but Hayman immediately repurchased the original store site at 273 N. Rodeo Drive. Under the terms of the sale agreement, he continued to use the Giorgio name until January, a spokeswoman said.
Takasugi ordered attorneys for both sides to appear in court on March 30 to determine whether a preliminary injunction should be issued.
Late Friday, however, Hayman attorneys Ronald Reagin and Norman Zafman claimed a victory because the judge allowed Hayman to continue to depict the famous Giorgio yellow-and-white shopping bag in the name-change advertisements.
