Dorothy Perkins
From Wikipedia, the free encyclopedia
| Dorothy Perkins | |
|---|---|
| Type | Limited company |
| Founded | 1909 |
| Headquarters |  London, United Kingdom |
| Area served | United Kingdom Ireland |
| Industry | Fashion Clothing Textiles |
| Products | Women's retail fashion |
| Website | www.dorothyperkins.com |
Dorothy Perkins, whose trading name was inspired by a rambler rose of the same name, is a large British women's clothing retailer, active mostly in the United Kingdom.
[edit] History
In the 1960s, Dorothy Perkins was controlled by the Farmer family. Staff in the branches could expect regular visits from Alan Farmer, whose avuncular picture was printed in a booklet handed to new employees. Best known for its lingerie, tights, and sleepwear collections, its other clothes had a hard time competing with the more trendy Lewis Separates, owned by River Island Clothing Company Ltd, and Peter Robinson.
One newspaper advertisement for management trainees asked: 'Will curls come in? Will maxis make it?' However, the stores never really got to grips with sixties boutique culture. Author Margret Geraghty who worked there for a while in the late sixties remembers that all the sales staff had to wear nylon uniforms: 'They were cerise with a zip up the front. Forget dolly birds. They looked more like canteen assistants.' The exception was the store manageress, who was permitted to wear her own clothes.
The company ran regular management trainee courses at its head office in Bracknell, Berkshire, where prospective manageresses were taught 'introduction', a mild pressure-selling technique designed to entice customers into buying more than they'd intended. In 1973, British Land bought Dorothy Perkins, and Group Managing Director David Roxburgh took over the company. Dorothy Perkins is now owned by the Arcadia Group. It has many retail outlets nationwide.
[edit] Today
Today Dorothy Perkins belongs to the Arcadia Group. Dorothy Perkins and Burton are the largest companies owned by the Arcadia Group. Stores are categorized into Local Stores (small town stores), Town Stores (larger town stores) and City stores.
Dorothy Perkins has many different product lines: Jersey, Tailoring, Denim, Shoes, Accessories, Jewellery, Lingerie, Maternity, Petite and Tall. Dorothy Perkins offer sizes 6-22 in most lines and have short, medium and long leg in most of their trousers. In shoes they offer UK sizes 3-9.
Dorothy Perkins have their own account card which offers incentive and reward schemes. These include vouchers for customers on their birthday and customers can chose from two 20% off VIP days per year. Credit provided by GE Capital Bank. The card can be used at any store within the Arcadia Group. This card is subject to terms and conditions.
They offer a 10% discount to students, teachers and NHS workers. Dorothy Perkins support The Woodland Trust and have raised enough to plant nearly 100,000 trees since May 2007, through selling limited edition clothing ranges.
Most Dorothy Perkins stores accept cash, credit/debit card and cheques (with guarantee card). In addition they accept all store cards in the Arcadia Group, Gift Cards and Vouchers (from the Arcadia Group).
Dorothy Perkins aim to make their stores accessible for all customers, and in some stores provide disabled changing rooms and ramps.
