Dillards has decided to build smaller stores, and seek a more fashionable customer base.
As part of its turnaround strategy, Little Rock, Ark.-based department store chain Dillard's plans to offer more fashionable merchandise in smaller stores, in hopes of positioning itself above Macy's and Belk, and below Nordstrom and Bloomingdale's, according to WWD.com.
The new stores will be around 170,000 square feet, compared to current stores of 200,000 (which doesn't seem like much of a change to me), and will be located in "lifestyle centers" instead of traditional malls.
The company is "trying to evolve from moderate to better prices and update from traditional, basic product to more enticing fashion assortments," said William T. Dillard III ...
They're planning nine new stores this year. I wish them well, but how big a niche is there "above Macy's and Belk, and below Nordstrom and Bloomingdale's"?
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