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Article: LIFE AFTER ITURF: DELIA'S HITS THE MALL.
- Article from:
- WWD
- Article date:
- January 25, 2001
- Author:
CopyrightCOPYRIGHT 2001 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Delia's Corp. boomed at its outset, conquered the juniors market in the mid-Nineties, then got bogged down managing a complicated Internet strategy.
The teen trendsetter, no longer flying quite as high in the fast-moving juniors category, is seeking a fresh start. Sobered up by its declining stock and disappearing profits, Delia's is shedding the bulk of its costly dot.com businesses and gearing up for a big mall store push. In an intense effort to recapture lost momentum, the company is looking to create a manageable, though still multichannel operation that emulates business models successfully executed by such firms as J. Crew, Victoria's Secret ...