Delia's

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This article is about a clothing company. For the genus of butterflies, see Delias.
Delia's, Inc.
Type Public
Traded as NASDAQ: DLIA
Industry Retail
Founded 1993[1]
Headquarters New York City
Number of locations 113 stores (2012)[2]
Key people Tracy Gardner, CEO
Products Women's Apparel & Accessories
Revenue $217,152,000 (2011)[2]
Total assets $115,336,000 (2011)[2]
Employees 2,131[3]
Website www.delias.com

Delia's, Inc. (stylized as dELiA*s) is a direct marketing and retail company composed of two lifestyle brands primarily targeting girls and young women around the ages of 13 to 19.[4][5] Delia's is also popular among college women, as many of its clothing and accessories are mature and affordable for college-age students. It is the leading marketer to teenage girls in the United States, selling to 10-24-year-old females.[6]

Products

Its brands – dELiA*s and Alloy – generate revenue by selling apparel (including pants, shorts, skirts, tees, jackets, blazers, and bikini tops and bottoms), accessories, footwear (including shoes and boots), makeup, and room furnishings to teenage consumers through direct mail catalogs, websites, and, for dELiA*s, mall-based specialty retail stores.[4][5][6] Its clothing has a casual, vintage feel, and is affordable.[4]

History

The company was launched in 1993 by two Yale University graduates.[1] The company was acquired by Alloy Inc. in 2003, for $50 million.[1][7][8] The combined company had annual catalog, internet, and retail sales of $300 million. It also had a database of over 20 million names, constituting 30%–40% of U.S. consumers who were 12–18 years old.[8] Alloy then spun off the company in 2005.[1] On December 29, 2005, the company announced that the Securities and Exchange Commission declared effective on December 29, 2005 the Post-Effective Amendment to its Registration Statement on Form S-1.[9]

Branding

One company trademark is its Gen Y understanding, as reflected in its use of the internet for furthering brand identity.[10] It direct-marketed teenage girls, and then in 1998 launched the non-commercialized girls website gURL.com which focuses on issues such and sports and dating, and which it linked to its own homepage.[7][10] In 2001 it sold gURL.com to the parent company of Seventeen Magazine.[7]

References

  1. ↑ 1.0 1.1 1.2 1.3 Delia's Puts Itself Up for Sale – NYTimes.com
  2. ↑ 2.0 2.1 2.2 dELiA*s Corp – Investor Relations: SEC Filings
  3. ↑ dELiA*s Corp – Investor Relations: SEC Filings
  4. ↑ 4.0 4.1 4.2 Where to Wear Florida Shopping Guide: Miami, South Beach, Naples, Palm Beach ... – Jill Fairchild, Fairchild & Gallagher, Gerri Gallagher, Julie Craik
  5. ↑ 5.0 5.1 Deliasinc.Com
  6. ↑ 6.0 6.1 Retail management: a strategic approach – Barry Berman, Joel R. Evans
  7. ↑ 7.0 7.1 7.2 New Girl Order: Youth, Gender, and Generation in Contemporary Teen Girls' Media – Caryn E. Murphy
  8. ↑ 8.0 8.1 Alloy Buys Rival Delia's
  9. ↑ "dELiA*s, Inc. Announces Effectiveness of Registration Statement Relating to Its Previously Announced Rights Offering". 
  10. ↑ 10.0 10.1 Emotional Branding: The New Paradigm for Connecting Brands to People – Marc Gobe

External links

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