Joining a small but growing group of retailers attempting to rebuild brand identity after years of pricing promotion, Dayton Hudson has crafted in-house TV spots, magazine ads and a quarterly magazine, each tailored to the markets supporting its Field's, Dayton's and Hudson's stores.
Comparable store revenue in the department store division rose only 3% for the nine months ended Oct. 29. Dayton Hudson denies rumors it is considering selling the underperforming division.
Three 30-second spots breaking this week in Chicago for Field's feature three tony fashion designers-Isaac Mizrahi, Dana Buchman and Michael Kors-speaking about what inspires them. The spots are designed to relate fashion to the everyday customer, said new VP-Marketing Michael Francis, who began overhauling the department store marketing strategy in October.
"Customers are less interested in seeing couture than in seeing how it's relevant to daily lives," Mr. Francis said.
In April, Dayton Hudson introduces the quarterly Today Special Edition, offering fashion tips and trend news. Customized to each of the three chains, the publication will carry half editorial and half ads.
Dayton Hudson is boosting its use of magazine ads while using newspaper "less regularly and more strategically," Mr. Francis said. Field's this month begins running spreads in Chicago Magazine and North Shore.
Newspaper ads are being redesigned with larger photos and "intriguing" copy. Ads also will feature more color. The company is talking to several agencies about producing the TV and print campaigns for Dayton's audience in Minneapolis and Hudson's in Milwaukee.