• Women’s Wear Daily, Wednesday, February 20, 2008 12:45 PM

Dillard's--which is repositioning itself above Macy's and Belk, and below Nordstrom and Bloomingdale's--is trying to evolve from moderate to better prices and update from traditional, basic product to more enticing fashion assortments. Some experts say Dillard's has not clearly differentiated itself, but Jim Stockman, Dillard's general merchandise manager of product development, says the key difference is that it brings fashion into more stores than its competitors.

Dillard's has moved from the old "sea of racks" formula to showcasing key lines in in-store boutique settings. BCBG Max Azria, Peter Nygård, Lucky Brand Jeans and other labels have dedicated space, with distinctive color, unique lighting, signage or video of runway footage on plasma-screen TVs.

Private label--now at around 20%, depending on the category--is as important as new brands in supporting the revamped fashion image. "It's no longer just basics product, but brands that we have to nurture," says William T. Dillard 3rd, vp of accessories, intimate apparel and shoes.

Read the whole story at Women’s Wear Daily »