The attention to detail - and the low price - set Dillard's exclusive line of handmade Italian leather shoes and handbags from Antonio Melani apart. Cabin-look accessories and Western wares, new at Dillard's, give homes a cozy, rustic feel. The hand-painted place setting is by S. Riggsbee.

Though it's emerged as one of the most popular department stores of its type in the Western United States, when it comes to Utah, Dillard's must balance the marketing demands of its parent company with the distinctive tastes of the local market.

So says Mark Brawley, Dillard's store manager at its South Towne Mall location, just one of several Dillard's locations in the state including Murray's Fashion Place Mall, St. George, Ogden, Logan and Provo are the others.

"National brands are important," Brawley says. "But we can't forget local needs. We've got to fill the needs of our local community first and foremost."

To that end, Dillard's of South Towne is particularly involved in the community. For example, it partnered with South Towne Mall to raise more than $100,000 for local schools over the past four years. It is also in touch with the tastes and demands of its consumers - primarily in what Brawley refers to as more "modest" clothing, fashionably forward but reasonably priced.

The term "modest" extends from the juniors into missy and women's appeal departments, where the lines of skirts, dresses and suits have proven to be more conservative, professional and in keeping with current demands in the workplace.

Many of the newer lines are also sold with an eye on value, given the budget of many Dillard's consumers.

"We're challenged constantly to be a fashion leader but offer great everyday prices," Brawley said.

Those goals transcend the women's dress areas, too. Dillard's has worked in recent years to expand its connection with its consumer in every area of the store, always with taste, cost and value as the overreaching goals.

For example, recently Dillard's introduced a fashion-conscious shoe line for women, manufactured exclusively for the department store chain by the same team that originally made 9-West women's shoes. The shoes range in price from $69 to $99 and are sold in Dillard's under the name Antonio Melani beginning this fall.

The new line of shoes has drawn a fair amount of attention on a national level for Dillard's, Brawley said. And Antonio Melani should be even more popular in Utah, where consumers are looking for fashionable styles that are both practical and priced reasonably. Durability and quality are proven attributes of the 9-West shoe line that should also play well with the Dillard's consumer.

In addition to Melani, a new line of shoes catering to comfort-conscious customers (in the tradition of Easy Spirit) will also become a Dillard's exclusive this fall, when the store introduces "Nurture," priced from $69-$89.

That focus on the unique interests of the Utah consumer - sportswear, outdoor activities, etc. - will also be represented in the South Towne store, Brawley says, when Dillard's unveils a new 1,000-square-foot Outdoor Department. The new section will carry outfitters' goods and rugged, functional products for cold weather, hiking, biking and exploration.

At the heart of the new Outdoor Department, is a European line exclusive to Dillard's in the United States; Aigle is a line of ski jackets and related goods far beyond much of what is usually offered at this level.

Aigle also comes on the heels of a line of men's clothing - Daniel Cremieux - that Dillard's introduced a year ago or so. Cremieux is a European line of high-end shirts, slacks and sweaters for men introduced exclusively to Dillard's customers.

The attention to exclusive lines, durability, modest clothing and consistent pricing is a good indication of where Dillard's expects to be in both the short and the long term, Brawley said. In fact, though the fashion-oriented store has expanded its marketing channels to include appliances, furnishings, home dˇcor and others in recent years. Its mantra has been consistent value, consistent prices.

"Our everyday price is the best price we can offer," Brawley says. "We're on permanent markdown. That's part of the extreme value we offer. We're not in the business of spiking our prices up and down to compete with cheaper prices elsewhere."

The store's focus on the new outdoors department, new women's shoes lines and its impressive selection of modest clothing and fashions for all walks and styles of life is top on the agenda for 2003-2004, said Brawley, who has been in charge of the South Towne location since it opened in September of 1997.

In fact, that attention to detail and dedication to customer demands are two of the reasons Dillard's South Towne location - at 212,000 square feet, it's the largest in the Utah chain - continues to enjoy great success, Brawley said.

And his store's relationship with its landlord, South Towne Mall, has proven to be mutually beneficial for both parties.

"They've been a great partner," Brawley said. "It's made for a great relationship."

And it all bodes well for continued customer service and satisfaction at the South Towne Dillard's - successfully adapting on an ongoing basis to the needs of its consumers while maintaining an eye on national trends and local demand.

© 2009 Newspaper Agency Corporation, advertising agent for The Salt Lake Tribune and Deseret Morning News.