The test location, in the University Park section of Dallas, has brand name merchandise not unlike that carried at a Neiman Marcus department store, but is set up in a less posh environment with fewer salespeople available to assist shoppers.
The focus of this shop is on contemporary sportswear, bags and shoes with prices ranging from $45 to $300. While it's being tested under a "Last Call" storefront, the name will be changed, and the new brand announced soon, Ginger Reeder, a Neiman Marcus spokesperson told WWD, who admitted the Inwood Village store is a "laboratory." Reeder did not reply to inquiries from StyleList.
The company has admitted business from the aspirational customer is down because of the economy. Most high-end retailers have seen similar downturn in regular full-price shopping, while off-pricers are experiencing healthy increases.
Brands carried in the test shop include Michael Kors, Badgley Mischka, Diane von Furstenberg, Plenty by Tracy Reese, William Rast, Kooba, BCBG and more. Each item will bear a tag that lists the discounted selling price with its comparable full price amount that is up to 40 percent higher.
Check out what other store chains are investing in lower priced options.