Sharpening an Image in the ‘Unique’ Business

DEAR HOT: I went to Sharper Image and couldn’t believe my eyes.

My favorite electronics store looks like a clothing boutique. What’s the deal?

DEAR HOT SHOPPER: The Sharper Image is indeed starting to resemble a trendy menswear shop with all those gorgeous, color-zapped leather jackets ($299) by Michael Hoban, the designer whose styles are worn by such diverse personalities as Arsenio Hall, Frank Sinatra and LL Cool J.

Then there are all those eye-catching Nicole Miller silk shirts ($170), the running suits ($99) and washed silk Windbreakers ($99). Not to mention the bright-hued flag jackets by Graphic (pictured; $39).

Nearly all the clothing is unisex or designed for men since about 75% of Sharper Image customers are male.

Thus, the women’s offerings are probably the the sort of things men buy for women: black lace body stockings ($49) and enough jewelry to merit a separate catalogue.

Sydney Klevatt, Sharper Image’s senior VP for marketing, acknowledges that the company moved fairly dramatically into apparel last fall.

But he says that clothing, shoes and jewelry still only make up about 15% of the items offered.

The place may look like it’s becoming a menswear shop, but only because leather jackets and running suits take more space to display than Philippe Starck toothbrushes ($12) or “Pencorder” pens containing recording devices ($99).

What moved the Sharper Image away from Walkmans and into washed silks?

“There hasn’t been that much new in electronics,” Klevatt explains. “It’s not a permanent direction for us to be in the clothing business. We’re in the unique business. We don’t have categories like a traditional store.”

To request a free catalogue or the location of a Sharper Image retail store call (800) 344-4444.

MOTH NOT--When news of a new, sweet-smelling, moth-repelling potpourri crossed the Hot desk, I was sure it was hype.

I had to sniff “Moth Chaser” myself.

Turns out it’s actually quite pleasant.

You might not want its spicy-but-strange blend of cedar, lavender, sandalwood, cinnamon and tonka beans wafting through your living room, but the scent beats nasty-smelling moth balls in your closet any day.

Moth Chaser, which is derived from an early American herbal recipe, can be ordered from Scarborough and Co. (prices start at $3.50 for 2.4 oz) by calling (800) 542-9439. It’s also carried at Crabtree & Evelyn stores.