Retail Merchandiser - March/April 2016 - 48


Retail

MELROSE FAMILY FASHIONS

Fashion and Value

A signature blend of on-trend apparel at affordable prices has helped Melrose Family
Fashions reach its target market. BY ERIC SLACK

Reuben Bar-Yadin
www.melrosestore.com
San Antonio

T

he Melrose Family Fashions story began
with a single store in the southern tip of
Texas, a 6,000-square-foot location focused
on ladies' apparel. Today, the organization
has grown to about 100 stores with a focus that has
expanded to the entire family.
"Our stores are now about 10,000 to 12,000 square
feet," CEO Reuben Bar-Yadin says. "We are mostly
in Texas but have expanded toward the West Coast.
We focus on strip centers and our target audience is
what we call the blue collar Hispanic consumer."

Market Focus
Melrose Family Fashions features non-branded
goods at affordable prices. The company strives to
be a fashion- and trend-oriented apparel store, one
that feels and operates like a larger chain but is in
reality a small, non-branded department store. It has
targeted the blue collar Hispanic consumer because
its roots were established in McAllen, Texas, which
has a large lower income, Hispanic population.
48

RETAIL-MERCHANDISER.COM

March/April 2016

"My parents were born and raised in Cuba, and
their primary language is Spanish," Bar-Yadin says.
"We catered to that population and understood how
to connect with them. As we grew into the rest of
Texas, we targeted the consumer we were familiar
with and looked for parts of the cities that had a
large Hispanic demographic."
As a result, the company's marketing efforts remain very much targeted toward that community.
Along the Mexican border, the company celebrates
the Mexican holidays as well as American holidays.
"Marketing is one way we reach that consumer,
and we try pay attention to what the consumers like
in terms of our apparel selection," Bar-Yadin says.
"We have bilingual signage in most stores, and most
of our staff is Hispanic."
Although the company knows there are some
fashion styles that appeal to people across differing demographics, Melrose Family Fashions understands that working class Hispanics tend to
prefer colorful and tighter-fitting clothing. That
doesn't mean those offering are only for Hispanics,
but the company knows those styles appeal to its
target audience.
"A lot of our trendy fashions come from the Los
Angeles area, which is heavily influenced by the
Hispanic market," Bar-Yadin says. "That market also
influences Mexico, and we look for styles that are
popular with the target consumers in those areas.
Some types of clothing appeal to Hispanics more
than others, and that is what we look for."
In addition to marketing and merchandising,
Melrose Family Fashions has sought to stay ahead
of the curve in terms of its store design. The company is constantly trying to modernize to stay fresh
and contemporary.
"Many years ago the stores were more basic," Bar-Yadin says. "Now, even though we are a
small discount store, we try to give the consumer
a shopping experience they can feel good about.
Lighting, flooring, signage and displays - they are
all important. We are very much into displaying a


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
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