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Blair Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




The Blair Corporation, based in Warren, PA, is a retailer of low-to-mid priced men's and women's clothing and home products. The company is one of the largest direct marketing, mail order retailers in the U.S.

Main Telephone (814) 723-3600
Main Fax (814) 726-6123
Primary Address
220 Hickory Street
Warren, PA 16366
USA

Blair Corporation Contacts

Contacts (3)
Name Title State
Marissa S. Chief Executive Officer PA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (814) 723-3600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 220 Hickory Street
Warren, PA
16366
USA

Darren S. Marketing Director, eCommerce PA
Margaret S. Product Manager PA

Media Spend

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Associated Brands

Brand Media Spend
Blair Corporation *******

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Blair Corp. sees yearly profit fall 99%


The Story
Direct retailer Blair Corp. saw its fourth quarter profit and sales drop significantly, marking the end of a difficult year, according to BusinessWeek.
 
Fourth quarter sales dropped 8.4 percent to $119.2 million. The company attributed the decline to lower selling prices and a 4.1 percent reduction in unit volume.
 
Blair’s net income fell a whopping 75 percent to $5.9 million. For the year, Blair’s profit fell from $31.5 million to just $216,000.
 
“2006 was a difficult year with significant changes in the areas of merchandising, circulation, credit and staffing,” Chief Executive Officer Al Lopez said in a statement. “The results for the fourth quarter reflect actions taken earlier in the year to improve operational efficiency.”
 
Through its catalog and online operations, Warren, Penn.-based Blair sells housewares and a range of apparel for men and women.
 
The Research
Blair has seen its sales drop quarter over quarter this year.
 
In its third quarter, the company’s revenue dropped 8.7 percent to $89.5 million. Blair’s second quarter saw similar declines, with sales falling 4.8 percent to $115 million.
 
In January, the company promoted Lopez to the new CEO role, taking over for retiring chief John Zawacki.
 
In attempts to turn its business around, that same month Blair announced plans to go private via a $173.6 million buyout from Appleseed’s Topco, a portfolio company of private equity firm Golden Gate Capital. 
 
“Appleseed’s shares our vision for Blair,” Lopez said in an earlier statement. “They are supportive of our current strategy and are committed to help us execute it.”
 
According to The List database, Blair does not have an announced creative agency relationship.
 
According to Nielsen Monitor-Plus, the company spent about $1.5 million on media in 2005. The company spent about $1.5 million on national magazine ads and about $1,000 on spot radio placement.
 
The Direction
Blair’s continually tumbling sales indicate that consumers may be losing interest in the company’s offerings. Agencies should bring new, fresh angles to the Blair's apparently foundering marketing strategy. Firms that can help the company capitalize on its Web presence should approach executives now. Agencies should convince Blair that an interactive campaign or an update to its Web site will be a fruitful investment to drive traffic. Blair’s product lineup appears to cater to the sensibilities of middle America, so firms should pitch with this consumer group in mind.