Characteristics of a mid-range department store may include:
Sale of
cosmetics, Sale of some brand names, with greater emphasis on private label brands,
Sale of accessories, Sale of some small household appliances, and Sale of
furniture in larger locations.
Sale of cosmetics but generally not brand
name. Fragrances and beauty supplies may be placed further into the interior
of the store, without cosmetic specialists at the counters.
Greater proportion
of moderately-priced brand names.
Accessories and purses aren't upscale
brand names, with greater proportion of lesser-known or private label branded
items.
Mid-range department stores that operate in the United
States include national chains JCPenney and Kohl's. Regional chains such as Gottschalks
and Mervyns in the western United States, and The Bon-Ton and associated
stores in the northern part of the country are also among this grouping of stores.
As
noted in details of upscale department stores, Macy's, Dillard's
and Belk vary in price points and relative consideration as upscale or mid-range
versus local competitors, depending upon location. Some larger locations
in affluent areas often carry significant selections of brand name products
including brand name accessories and fragrances kept in glass cases, and usually
have cosmetic specialists in the beauty department. Brands at above-average price
points, if offered at all, are generally limited and full product lines of
such brands are not typically available. Smaller and more remote store locations
— often, the legacy of acquisitions of smaller retailers — may concentrate squarely
on moderately-priced merchandise. California-based Gottschalks mirrors
these chains, though in a specific region with little presence in major metropolitan
areas. Macy's are typically the anchors of upscale malls and are situated
among other high-end department stores such as Tysons Galleria or The Domain in
Austin. |
