Dillards Marketing Plan

This year at Dillard’s Chandler Fashion Center we want you to “Show Us Your Style”! Dillard’s Department stores rank among the largest fashion forward apparel retailers in the nation and we are giving you the opportunity to share your fashion savvy with the masses. Dillard’s focuses on delivering exceptional quality, modern style, and value to the fashion forward shopper. Women between the ages of 30 and 50 make up the majority of Dillard’s clientele. With the “Show Us Your Style” campaign, we want to target a younger demographic at the Chandler Fashion Center location, bringing a new generation of fashionistas into the mix. The anchor of this plan includes a scholarship contest to target teens and college students. This contest will help

We will be hosting a series of workshops leading up to the “Show Us Your Style Contest”, where our style expert, Tori Rosenblum, will guide a new generation of style minded shoppers through their evolution from high school, to college and into the workplace, with style tips for the fashion forward. After our workshop series, contestants will “Show Us Their Style” by creating their best looks for all occasions; casual, school and work. Then we will host a professional photo shoot day in our state of the art studio located at the Dillard’s buying office in Gilbert, AZ. Next, they will create a photo look book of their outfits and post it to Instagram, Twitter and other social media outlets to spread the word to their friends and family so they will “vote” for their looks. Contestants will write a brief biography about why they deserve to win the “Show Us Your Style” and what they will use the scholarship money for. Followers of the Dillard’s Instagram page will vote on the outfits they like best, and the top three winners will receive college scholarships as well as all of their look book outfits. 4th and 5th place winners will win all their look book outfits. The winners will be announced at a special event at Dillard’s during the peak of the back to school season creating a buzz in the mall drawing in even more