Delia's

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Delia's, Inc.
Private
IndustryE-commerce
Founded1993 (27 years ago) (1993) in New York City, New York, United States
Defunct2015, as a retail
HeadquartersNew York, ,
United States
Key people
Tracy Gardner
(CEO)
Brian Lattman
(President)
Patricia Johnson
(Chief Merchandising Officer)
ProductsYoung women and girl's apparel & accessories
OwnerSteve Russo

Delia's, Inc. (stylized as dELiA*s) is a lifestyle brand of apparel & accessories, primarily targeting girls and young women.

From its founding in 1993 through the early 2010s, Delia's was an independent retailer and direct marketer, and in its prime was the leading marketer to 10 to 24-year-old females in the United States, with labels for preteen girls (#deliasgirls) 7-13 and teenage girls between the ages of 13 to 19.[1] Delia's was popular among college women, as many of its products were affordable and suitable for college-age students.[2] It currently operates under license as a sub-brand of online retailer Dolls Kill.

Products[edit]

Delia's sells apparel (including pants, shorts, skirts, tees, jackets, blazers, and bikini tops and bottoms), accessories, footwear (including shoes and boots), cosmetics, and room furnishings. The brand previously sold to teenage consumers through direct mail catalogs, websites, and, for Delia's, mall-based specialty retail stores. As of 2020, Delia's products are only for sale through its parent label, Dolls Kill.

History[edit]

The company was launched in 1993 by two Yale University graduates.[3]

The company was acquired by Alloy Inc. in 2003, for $50 million.[4][5] 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.[5]

Alloy then spun off the company in 2005.[6]

In January 2013 HRSH Acquisitions LLC bought Alloy Inc, now being marketed as Alloy Apparel, for $3.7 million in cash. HRSH also assumed $3.1 million in liabilities.

On December 5, 2014, it announced that it had filed for Chapter 11 bankruptcy protection in the United States Bankruptcy Court for the Southern District of New York, and would be liquidating all 95 stores.[7]

Shortly after, its shares fell more than 80% to $0.02.[8] Steve Russo of Fab/Starpoint acquired the brand for $2.5 million,[9] and in August 2015, re-opened the store with an online-only presence,[10][11] but this was unsuccessful.

Online fashion company Dolls Kill later licensed the Delia's name and re-launched it as a sub-brand in November 2018, with its clothes available online and through pop-ups in Los Angeles and San Francisco.[12][13]

Branding[edit]

One company focus was its Gen Y understanding, as reflected in its use of the internet for furthering brand identity.[14] It direct-marketed teenage girls, and 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.[4][14]

In 2001 it sold gURL.com to the parent company of Seventeen Magazine.[4]

References[edit]

  1. ^ Cannon, Susan; Scarano, Christina Sofia (2005). Where to Wear 2006 : Fashion Shopping from A-Z (2006 ed.). New York: Fairchild & Gallagher. ISBN 9780976687795.
  2. ^ Evans, Joel R.; Berman, Barry (2001). Retail Management : A Strategic Approach (8th ed.). Upper Saddle River, NJ: Prentice Hall. pp. 151, 209–210. ISBN 9780130263346. Retrieved 17 January 2015.
  3. ^ Lattman, Peter (February 24, 2011). "Delia's Puts Itself Up for Sale". The New York Times. Retrieved January 1, 2020.
  4. ^ a b c New Girl Order: Youth, Gender, and Generation in Contemporary Teen Girls' Media – Caryn E. Murphy
  5. ^ a b Del Franco, Mark (September 1, 2003). "Alloy Buys Rival Delia's". Multichannel Merchant. Retrieved January 1, 2020.
  6. ^ "dELiA*s, Inc. Announces Effectiveness of Registration Statement Relating to Its Previously Announced Rights Offering".
  7. ^ "Delia's Chapter 11 Voluntary Petition" (PDF). PacerMonitor. PacerMonitor. Retrieved 16 May 2016.
  8. ^ "Delia's Joins Circuit City, Borders Among Retailers in History's Dustbin". MarketWatch. December 5, 2014.
  9. ^ Maheshwari, Sapna (September 3, 2015). "Delia's Has Risen From The Dead, Will Make Clothes For Grown-Ups". Buzzfeed News. Retrieved January 1, 2019.
  10. ^ Denton, Elizabeth (July 22, 2015). "Here's your first look at the all new Delia's". Cosmopolitan. Retrieved January 1, 2020.
  11. ^ "Delia's". Archived from the original on 2015-08-07.
  12. ^ Brooke, Eliza (November 2, 2018). "Delia's, the iconic '90s fashion catalog, is back — sort of". Vox. Retrieved January 1, 2020.
  13. ^ Krentcil, Faran (November 2, 2018). "The Delia*s Catalog Is Back". Elle. Retrieved January 1, 2020.
  14. ^ a b Emotional Branding: The New Paradigm for Connecting Brands to People – Marc Gobe

External links[edit]