Donna Claire focuses on a niche market offering stylish fashion for larger sized women, retailing a range of exquisite size 16 - 28 fashion designed specifically for this market. This niche chain will grow to over 80 stores by 2009.
INTRODUCTION
The Donna-Claire chain grew sales for the full year by 12,6%. Sales improved in the second half of the year with growth of 21,6%, which has continued in the early weeks of the next year.
The chain opened six new stores during the year, a relatively low figure historically, as a decision had been taken to focus on getting optimal merchandise assortments into the stores rather than merely pursuing growth in the store footprint.
By limiting the number of new stores the chain was able to moderate its expenses and improve its profitability. The performance of the chain was further enhanced by achieving savings in mark-downs as a result of better stock clearances.
The slogan "fashion to celebrate your curves" encapsulates the essence of the new Donna-Claire brand, with the goal of supplying consistent ranges of fashionable products that will appeal to all South African women with fuller figures. There is a strong emphasis on improving the fit of garments as well as implementing appropriate pricing policies. The objective is to ensure that Donna-Claire shops become and remain the preferred shopping destination of the fuller-figure customer.
Historically the Donna-Claire chain served a relatively small niche market of older customers with largely conservative tastes in fashion. With the repositioning that has occurred, it is now appealing to a wider group of customers,including young adults who can expect to find well-tailored garments in appropriate fashion styles. There will be a drive to grow market share and take the brand to a higher level of awareness and appeal.
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