TROY, Mich. — Kmart is finding dresses can mean bigger business.
“We didn’t maximize our sales before because we never gave dresses proper presentation and didn’t focus on getting the right categories to the right stores,” said Jerry Steinberg, divisional merchandise manager, women’s apparel.
The new approach has resulted in solid sales increases so far this year, with overall growth expected to be up about 10 percent in 1994.
The chain uses its planning and distribution systems, which include Quick Response technology, to analyze what styles sell best in which stores. Now, rather than shipping every dress category to each of the 2,300 stores in the chain, styles are targeted to specific stores, according to demographics.
Stores that have a good record with junior separates are shipped the trendier, junior dress styles such as baby dolls, apron and jumper dresses. Stores in areas with large Hispanic populations get brighter color dresses.
But some bestsellers — short, rayon halter neck, tank and short-sleeve dresses at $9.99 to $14.99, for example, — are shipped to every store in the chain, Steinberg said.
About 80 percent of Kmart’s dresses are bought by customers over 25.
“Many are over 70,” Steinberg said. Prices range from $9.99 for a simple tank to $49.99 for a more sophisticated career-look dress.
Most of the dresses are sourced domestically, but some come from suppliers in the Far East and South America, said Kathy Douglas, dress buyer.
The chain will commit to a style it thinks will sell on a big scale. Its inventory of a group of print rayon challis rompers at $14.99 runs to 35,000 dozen.
Kmart has also been tackling presentation in the stores. Gone are the old-fashioned circular racks, replaced with four-way fashion fixtures, while photographs show models wearing the dresses. The four-way fixtures enable a broader presentation in color or style.
“It makes it easier for the customer to shop,” Steinberg said.
Kmart is also putting a greater emphasis on fashionable merchandise.
The top seller last month was a group of vintage-style long, cotton and rayon floral print dresses retailing for $29.99. The group comes in 16 different styles with, for example, lace-up backs, side ties or lace trims, said Douglas.
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Kmart has stepped up distribution of the group from 500 stores last year to 1,200 this year. Next year, it will become a chain item, Steinberg said.
Column dresses are another strong category, he added, especially in textured fabric. He cited a crinkle rayon faille challis dress at $49.99 as one example.
Another key look is sportswear styling. For example, vests — a top separates item — have been integrated into dresses. Customers can buy a one-piece dress that looks like coordinated separates of skirt, top and vest.
The store is planning to ship this look, retailing for $34.99 to $39.99, through Mother’s Day.
Kmart is also trying to capture a younger market with some sharp-looking baby-doll and fit-and-flare dresses and rompers.
“Two years ago we started to carry a very young look and found it wasn’t just being bought by the young customer but by everybody,” Steinberg noted.
These more contemporary and junior looks are being rolled out to 500 to 600 stores for the time being, Steinberg said.
However, the bulk of Kmart’s dress business is still in what Steinberg calls the “mature” category — classic, easy-to-wear styles such as a belted dress with an allover print geared to everyday consumers.