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Dillard’s Lingerie Department: Daywear
& Bras/PantiesSarah Donohoe, Melissa Kennedy, Riley
Pitman, Madalyn Jenkins
Dillard’sCompany/Department:
• Founded in 1938 by William Dillard
• There are over 300 stores located in 29 states
• Dillard’s net sales 2014 : $6,621,054,000
• Well-known, trustworthy brands
• Competitive prices
• High-quality private label brands including: Antonio Melani, Gianni Bini and GB
Types of Merchandise:
• Men’s clothing• Women’s clothing• Children’s clothing• Accessories• Home goods• Shoes
Target Customer:
• Middle-aged women balancing families and careers
• Want the best deal but don’t want to sacrifice quality
• Value the power of a brand name
Competitors Macy’s & JC Penney:
Similarities
• Price points
• Similar or competing brands
Differences
• Fashion forward merchandise
• Stronger private labels
• Personalized shopping experience
Fall 2016 Lingerie Financial GoalsClassification Distribution:
*Based on Lingerie Department Sales 2014: $128, 813, 600
Merchandise Classification Analysis:Daywear Lingerie
Target Customer Characteristics:• Value driven • Price conscious • Classic
Dillard’s Distribution % of Daywear:
Bustier 13%
Chemise 28%
Babydoll/Garter 31%
Camisole/Short Set 28%
TOTAL: 100%
Merchandise Plan: Daywear LingerieFinancial Goals:• Classification Sales: $38,831,940• GM%: 38.08%• Turnover: 1.6• GMROI: 29%• IMU%: 53.86%• Markdown: 30.65%
Assortment Plan: Daywear Lingerie
Color: bought more heavily in neutrals (black, nude, grey)Size: medium & large have highest percentagePrice Points: $48 has highest distribution
Merchandise Classification Analysis:Bras & Panties
Target Customer Characteristics:
•Middle aged to older women
•Looking for a bargain but willing to pay for quality
•Searching for name brand products
Buying % Bras & Panties Sales $ Bras & Panties
Bras 49% $24,802,232.47
Panties 51% $26,107,615.23
Total 100% $50,991,436.00
Financial Goals:Bras & Panties
Classification Sales: $50,991,436
GM%: 42%
TO: 1.9
GMROI: 38%
Projected Sales Increase:-Bras: 1.65%
-Panties: 2.60%
Merchandise Plan: Bras & Panties
Assortment PlanBras:
• Most popular styles:
-Demi and Push-up
• Most popular colors:
-Nude and black
• Price Points:
$25, $30, $40, $48, $52
Panties
• Most popular styles:
-Thongs and Bikini
• Most popular colors:
-Nude and black
• Price Points:
$15, $20, $24, $30
Assortment Plan: Bras
BOM Stock for February: $26,413,564