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This month
we took to the malls in and around Los Angeles to bring you the
Buzz from the majors here. Robinson's May, Mervyn's and Macy's
are mid market retailers that have strong ties to the Western
United States market and that feature merchandise that is slightly
different from anything you'll find at national retail chains.
Most national retailers experienced positive numbers for September
sales and expected that trend to continue on through the holidays.
The intense heat and forest fires In California may have kept
the lid on spending for the last few weeks of October but the
sharp turn to cooler temperatures on the west coast will surely
have people heading to the stores for winter gear through November.
Here is a snapshot of the most recent sales
figures followed by a look at the movers and the shakers from
the floors of Macy's, Robinson's May and Mervyn's LA.
The May Department Stores Company [NYSE: MAY]
reported preliminary net sales of $887.2 million for the four
week period ended Nov. 1, 2003, a 2.4% decrease from $909.1 million
in the similar period last year. Store-for store sales decreased
4.2%. October store-for-store sales decreased 3.5%, excluding
the remaining 32 stores that May previously announced it will
divest. Federated Department Stores, Inc. reported total sales
of $1.352 billion for the five weeks ended October 4, 2003. This
represents an increase of 3.0 percent compared to total sales
of $1.314 billion in the same period last year.
Mervyn's, with its 266 stores, has been performing
slightly below the expectations of Target Corp. with a 7.7% decrease
for the year to date and a 9.3% tumble for September sales.
Federated's September sales were up 3.2 percent,
compared to prior forecasts of flat to down 1 percent. Terry J.
Lundgren, Federated's president and chief executive officer, said
the company was pleased by the strength of its September sales.
"We were especially encouraged by the strength of apparel
sales across the company in September, at least partially reflecting
the arrival of fall's cooler temperatures in the eastern half
of the country," Lundgren said, adding that "it remains
to be seen whether this sales trend is permanent or if it reflects
sales taken from October and the fourth quarter."
Indeed, the National Retail Federation predicts
that November and December sales will rise 5.7 percent over last
year to $217.4 billion. That would more than double last season's
sales growth rate and produce the best holiday showing since sales
climbed 8.2 percent in 1999, according to the NRF, the nation's
largest retail trade group.
"It seems clear that the economy is picking
up momentum just in time for the holidays," said Rosalind
Wells, chief economist for the NRF. "Retail sales gains for
the 2003 holiday season will be far better than the meager increases
retailers experienced a year ago."
| Mervyn's |
| The unanimous verdict in all of the girls
departments was that cuddly sets are where things are at right
now. Velour and fleece sets with feminine styling and cute
touches work best. AT Mervyn's the best generic sets
feature fur collars, embroideries and reshaped pockets that
are cuter than the standard kanga. Licensed sets with Tinkerbell
and Hello Kitty were doing well. Denim has also been great
with this lace up front style getting plenty of attention. |
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| Robinson's May |
| At Robinson's May the cute and cuddly
sentiment was echoed by the staff. They also added that embroidered
denim was very hot at this time. Florals and butterflies were
naturally the most sought after. The Skechers line looks great
here and features grown up looks but done with a sweet touch
and has been doing well we were told. Very hairy jackets,
faux fur and sherpa have also been checking. |
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| Macy's |
| Both denim and velour are the best selling
items here with velour sets and embroidered denim as the best
way to go. Embroidered jeans and jumpers with a folkloric
touch were best while the tried and true trainer and pant
set did very in pastel velour. |
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