SBD/2/Sponsorships Advertising Marketing

L.A. GEAR TO DOWNSIZE BY 55% BY CUTTING 170 JOBS

          Santa Monica, CA-based L.A. Gear will cut 170 jobs,
     decreasing its work force by 55%, according to the N.Y.
     TIMES.  To cut costs, the company will consolidate office
     and distribution space as well as restructure it's European
     operations.  In addition, President & COO William Benford
     will resign in February to join Shamrock Capital Advisors
     Inc.  Bruce MacGregor, formerly Avia Athletic Footwear
     VP/Marketing, will take over on an interim basis.  For the
     tenth straight quarter, L.A. Gear will post a loss in the
     fourth quarter (N.Y. TIMES, 11/28).  Cuts will be carried
     out in the next three months, according to Frederick Rose of
     the WALL STREET JOURNAL, who notes the cutbacks are only the
     latest for L.A. Gear, whose losses have mounted, with sales
     dropping 30% in the first nine months to $170.6M from
     $242.8M a year earlier (WALL STREET JOURNAL, 11/29). 

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