Within a year, he joined in a partnership with one of his customers, George Zimmer, today chairman of what has grown into the Men's Wearhouse chain.
Last year, Exec VP Mr. Goldman took several steps that inched the brand upscale, created and launched a second brand targeting value and pushed Men's Wearhouse into the New York metropolitan area with 13 stores. Sales jumped from $631 million in 1997 to $768 million in 1998.
As the company's chief marketer, Mr. Goldman moved into TV in 1975 as a pioneer in retail TV advertising, later establishing Mr. Zimmer as the ad spokesman with the line, "I guarantee it."
As the clothing chain grew, however, Mr. Goldman, with the help of San Francisco-based agency Red Ball Tiger, realized Men's Wearhouse needed to move a notch upscale.
The 48-year-old executive redesigned the logo, selecting more manly gray and taupe colors. More importantly, Mr. Zimmer, who had become something of an icon in established markets, was moved into a more statesman-like role as the company's founder-his finger- pointing eliminated and his guaranteeing tone