‘Dillard’s is Killing it’

It’s the kind of publicity money can’t buy: Vanity Fair magazine recently published a story about the hottest fashion trends for rushing a sorority that included a major shout-out for Dillard’s, the Arkansas-based department store chain.

First, a bit of background: VF consulted with Leighton Newberry, a top recruitment consultant and the founder of Recruitment Ready, and Kylan Darnell, the founding mother of RushTok and a senior at the University of Alabama, to find out what young women are wearing this year to get into the sorority of their choice.

Capping a list of  six detailed recommendations (including “Logos-Can-Be-No-Gos” and “Boho Has Fallen, but Preppy Never Dies”) – is this: “Don’t Forget About Dillard’s!”

“I will say, Dillard’s is killing it,” Newberry says. “They’ve done a lot of collaborations lately, and we’ve had a lot of girls get things from Dillard’s this year. They used to say, like, ‘Oh, my mom shops there,’ but Dillard’s has made an incredible move in the right direction.”

VF is not the only one to have noticed the Dillard’s is succeeding in shedding its dowdy image. Here’s what Project Practical has to say about the chain of 272 department stores and 28 clearance centers:

“The cornerstone of Dillard’s marketing strategy is its emphasis on private labels, which account for a significant portion of its sales. By developing exclusive brands with a distinct point of view, Dillard’s differentiates itself in the market and appeals to specific groups of consumers. The company also collaborates with outside designers and social media influencers to create and promote unique products, further enhancing its brand identity.”

This is the second time in recent weeks that Dillard’s has made its way into the headlines. Late last month, the retailer announced it was partnering with Trademark Property Co. to acquire and upgrade the Longview Mall in east Texas.

Editor’s note: The Vanity Fair article, by the magazine’s culture and society reporter Kase Wickman, is behind a paywall.