Chapter III: Channels Of Distribution
When corsets were first manufactured in the United States, two retail outlets were open to manufacturers-the upstairs corset department in large department stores, and the small corset shop. Today the number has increased to approximately fourteen distinct types of retail outlet.
Though a large manufacturer who makes merchandise across the hoard" might sell to all fourteen classifications, it is generally the case that a manufacturer's line is designed for sale in two or three of these outlets. Thus, a company producing garments to retail in the $10-15 price range may sell its line to the upstairs departments of department stores and to small quality shops or better specialty stores. Another company making $1 brassieres may sell only to variety chains, discount operations, or the basement departments of department stores.
There has been a general "trading up" in the industry. The manufacturer who formerly produced only cheap merchandise has widened his channels of distribution. The downstairs department in a department store which at one time might have sold its top-level girdle at $6.50 now has a $12.50 price tag on its best line. (The turnover of a bra counter on a street-floor aisle might be three times the turnover in the upstairs corset department, but the best selling price might be $1.50 for a bra at the bar and $7.95 for the brassiere sold by a fitter in a fine upstairs department.)
The four greatest changes in distribution patterns to occur recently are: supermarkets selling prepackaged brassieres like prepackaged hosiery, variety chain stores enlarging their departments, direct mail catalogs offering larger assortments in every type of garment, and, of course, discount houses going more and more into selling soft goods and fashion merchandise.
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Last updated January 30, 1998