The Dry Goods: prototype's image fits product mix - off-price apparel chain; includes related article on history of the chain - company profile

Discount Store News, Sept 26, 1988 by Donald Longo

The new Dry Goods is heavily focused on lifestyle merchandising. The company's advertising theme is "The Good Life."

"One of the reasons weekend wear is so big is because it's a lifestyle," said Davis, noting that the department is prominently located at the front of the store near women's sportswear and juniors. Full figure and petites are also big growth areas, and are given prominent space.

The store's largest departments are juniors, young men's and children's wear. "We do an enormous amount of children's business as a percent of total," said Davis. "When you cater to this customer, she doesn't want to spend a lot of money, but she wants brands and the discount stores can't get them."

In children's wear, The Dry Goods strives to beat Kids "R" Us prices. "We shop them constantly," said Davis.

Davis described the store's target customer as 15 to 25 years and older. "Our feeling is that juniors is not an age, it's an attitude," she said, meaning the store's merchandise selections have wide appeal.

Store personnel's attention to detail is also impressive. A display of tartan knit sweaters on one wall is carried through to other departments with blouses and shirts in the same color scheme.