Dillard's targets women with educational series
Trying undergarments on in the fitting room can be quite an uncomfortable situation, especially when a stranger is helping you.
Retail giant Dillard’s Inc. is alleviating this with “The Art of Fitting,” its first Web video in a series that allows viewers to watch a fitting session with one of the company’s certified bra-fit specialists, according to the company
“Lingerie is a woman's most personal purchase and we are driven by the philosophy that fitting a woman in a proper-fitting bra wardrobe can change her life for the better,” Director of Lingerie Sandra Palacio said in a company release. “This is the belief that we instill in our team of regional lingerie managers and certified bra-fit specialists on a daily basis.”
The video is narrated by animated character Pheobe, “the fIT girl,” who will play a more predominant role in Little Rock, Ark.-based Dillard's future marketing campaigns.
With 292 locations spanning 29 states and annual revenues exceeding $6.2 billion, Dillard’s is one of the nation’s largest fashion apparel, cosmetics and home-furnishings retailers. The company’s stores are found mostly in Florida and Texas, but the retailer has a presence throughout the United States.
Along with “The Art of Fitting,” Phoebe will factor highly in Dillard’s
online efforts, through a heightened social media presence.
Her Facebook page will feature a weekly blog discussing various fit solutions and answers to submitted questions, in addition to “Pheobe’s Picks,” the character’s favorite clothing items for that month. Dillard’s is also including “Phoebe’s Picks” at stores through in-store signage and on dillards.com.
Offline, the retailer will use the character in its direct-mail campaigns and in other initiatives that are still under development.
“Phoebe will very busy in the coming months,” Catherine Longbotham, marketing director for intimate apparel and Phoebe's creator, said in a company release. “We are currently working on additional episodes of the Web-vid series. “Our goal is to touch on those questions that women may feel too embarrassed to ask or may otherwise feel they are the only one with a certain issue.”
Palacio added in a company release that future Web-isodes will offer solutions to other “proper fitting” situations that women are uncomfortable with like pregnancy, weight gain and common figure flaws.
“It is very important to us that Phoebe promotes a positive self-image and speaks to women about making the most of their body type instead of striving for perfection.”
Phoebe’s unveiling comes a week after Dillard’s reported a net income of $6.8 million, up substantially from a loss of $26.7 million in the same period last year.
“We achieved solid improvement in merchandise gross margin as a result of our ongoing focus on better inventory management,” Chief Executive Officer William T. Dillard II said in a company release. “We are looking forward to the fall season with inventory in good shape and new merchandise arrivals thoughtfully planned.”
According to The List database, Dillard’s works with Dallas-based Southwest Media Group for its media buying and planning.
The Nielsen Company reported that Dillard’s spent $133.9 million on measured media in 2009. About $104.7 million was spent on local newspaper ads, about $26.8 million was spent on national magazine ads and about $800,000 was spent on Internet ads.
1600 Cantrell Road
Little Rock, AR 7220
Marketing Director - Intimate Apparel