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