Dick's Sporting Goods 2012 Annual Report Download - page 29

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7
and developed brand-building marketing campaigns focused on building passion and loyalty to the
Dick’s Sporting Goods brand. Additionally, we have shifted our advertising mix to include more digital
marketing, including an increase in digital platforms as well as digital exclusive marketing campaigns.
Merchandising
We offer a full range of sporting goods and active apparel at each price point in order to appeal to the
beginner, intermediate and enthusiast sports consumer. The merchandise we carry includes one or
more of the leading manufacturers in each category and includes well-known brands such as adidas,
Callaway Golf, Columbia, Nike, Remington, TaylorMade-adidas Golf, The North Face, Under Armour
and Wilson. Our merchandise also includes our private brands described above. Our objective is not
only to carry leading brands, but to carry a full range of products within each brand, including premium
items for the sports enthusiast.
We believe that the breadth of our product selections in each category of sporting goods offers our
customers a wide range of good, better and best price points and enables us to address the needs of
sporting goods consumers, from the beginner to the sport enthusiast, which distinguishes us from other
large format sporting goods stores. We also believe that the range of merchandise we offer allows us to
compete effectively against all of our competitors, from traditional independent sporting goods stores
and specialty shops to other large format sporting goods stores and mass merchant discount retailers to
internet-based retailers.
The following table sets forth the approximate percentage of our sales attributable to the hardlines,
apparel and footwear categories for the periods presented:
Fiscal Year
Category 2012 2011 2010
Hardlines (1) 50% 51% 53%
Apparel 29% 29% 28%
Footwear 20% 19% 18%
Other (2) 1% 1% 1%
Total 100% 100% 100%
(1) Includes items such as sporting goods equipment, fitness equipment, golf equipment and
hunting and fishing gear.
(2) Includes the Company’s non-merchandise sales categories, including in-store services and
shipping revenues.
Selling Channels
We sell our products through our retail stores and our eCommerce operations. Although we sell
through both of these channels, our primary sales channel remains our retail stores. Regardless of the
sales channel, we seek to provide our customers with a seamless omni-channel shopping experience in
our stores, online and via mobile devices.
Retail Stores:
Store Format. Each of our Dick’s stores unites several sports specialty stores under one roof and
typically contains the following specialty stores: Footwear; Team Sports, Outdoor Lodge, Golf,
Fitness and Athletic Apparel. We believe our ‘‘store-within-a-store’’ concept creates a unique
shopping environment by combining the convenience, broad assortment and competitive prices of
large format stores with the brand names, deep product selection and customer service of a
specialty store. Our Golf Galaxy stores are designed to create an exciting and interactive shopping