THE VIRGINIAN-PILOT 
              Copyright (c) 1997, Landmark Communications, Inc.

DATE: Wednesday, January 29, 1997           TAG: 9701290005
SECTION: FRONT                   PAGE: A12  EDITION: FINAL 
TYPE: Letter 
                                            LENGTH:   23 lines

KEEP PROFFITT'S WORKERS

I read with interest the article on Dillard's department stores in the Jan. 19 Business section of The Virginian-Pilot. The article stated that Dillard's would have to woo shoppers from local competitors in order to be successful.

While advertising and sales promotions will no doubt be an important aspect of Dillard's strategy for building its customer base, there is something even more vital to its success in the Hampton Roads market. The new store management should make sure that the excellent employees who currently work at Proffitt's at Pembroke Mall remain at their posts.

Regardless of the time of day or department, I have always found them to be courteous, helpful and knowledgeable. They are truly an asset that the new Dillard's organization should not overlook as they move forward with their plans.

JOHN LANGLOIS

Virginia Beach, Jan. 21, 1997