BUSINESS CONFERENCE ADDRESSES CHALLENGES OF THE FUTURE

The competition for the retail dollar is getting tougher.

The fast-paced lifestyle of consumers, a constantly changing market and home shopping opportunities are forcing retailers to adjust to consumers' needs.

Whether the business involved is large or small, whether it is long-established or new, retailers must adapt to meet the challenges of the future.

"Personal time is important to consumers," said Judith R. Wilferth, president of Children's Bazaar in Cape Girardeau, adding that because 64 percent of people don't enjoy shopping retailers have to make it easy and comfortable.

Wilferth was one of four local retailers on a panel at the Business Conference Wednesday at the Show Me Center. Other panelists were Harry Rediger, manager, J.C. Penney Co. Inc.; Charles L. Hutson, president, Hutson Furniture Co.; and Dennis Marchi, manager, Schnucks.

Bert J. Kellerman, associate dean of the Harrison College of Business at Southeast Missouri University, was the panel's moderator, and Dan Wood, executive vice president of the Tommy Hilfiger Line, Hart, Schafer and Marx of Chicago, was overview speaker.

Charles L. Hutson, whose furniture company is observing its 50th anniversary, said his company is "100 percent consumer driven.

"If you don't become the first choice of consumers, you're out of business," he said, citing research that shows furniture shoppers go to fewer than two stores before buying.

Good sales people are important, he said, as many customers say the sales clerks were instrumental in their decision to buy.

Marchi agrees.

"The food industry is changing, too," he said. "Good associates and service is important."

Wal-Mart and Kmart have emerged as big threats to the supermarket retail food industry, Marchi said, adding: "These big retailers use the grocery trade to attract customers to their stores. We can't beat them on prices."

Schnucks provides quality foods at competitive prices and depends heavily on its associates to provide good service.

Time is much too important to people these days, Rediger said.

"It used to be that a woman would spend a half-day in our store shopping," he said. "Now, they don't have time."

"Labels" are important to merchandising, too.

J.C. Penney has two of its own labels that are big sellers, "Stafford," men's wear, which is made by Hart, Schafer & Marx, and "Arizona" jeans.

The Arizona jeans provided sales of more than $300 million for the company in 1994.

"Change is coming every day," Rediger said. "Merchants who accept change will be winners, like the vertical striped suit and vests."

Rediger was referring to the striped look introduced last year by noted men's designer Tommy Hilfiger.

"Hilfiger is the hottest name in men's clothing designs," said Wood, who has been in charge of the Hilfiger line for Hart, Schafer and Marx the past two years. "He has become the most successful designer of the 1990s."

Wood referred to the vertical-striped sports coat and vest line as one of the best sellers of 1994.

"Hilfiger didn't call it a vertical-striped sports coat," he said. "He called it an `old-school blazer' and the consumers loved it."

The Hilfiger line produced more than $25 million in sales its first year.

The Hilfiger line is produced in Cape Girardeau, at Thorngate Ltd, 1507 Independence.

Frank Adams, vice president and general manager of Thorngate's Cape Girardeau operations, accepted a special Business Conference award for the company for its cooperation with the university and Chamber of Commerce.