AS the retail landscape adjusts to the changing times, the iconic Ammar’s, one of the last remaining bastions of the local department store establishment, continues to hold its own. TSO reporter Curt Cawley chats with its director, Michael Ammar Jr, about the business of longevity and perseverance…

What is the genesis of the name Ammar’s as the chain’s brand?

Ammar is our family name and, as was customary at that time, stores took the name of their owners, thus “Ammar’s”. It has become a household name which helps greatly with what we do here as it relates to the maintenance of our brand awareness. The name also adds a certain element of ease when we’re establishing new business relationships.

How long have you been in the retail industry?

The company has been around for 52 years, and I’ve been here for 33 of those years. During that time, there have been vast changes in the landscape. To begin with, the regulatory environment in which we do business is more complex in some respects, and more straightforward in others. Although there are now more things to comply with, it’s much easier to trade now than it was 30 years ago due to the establishment of free-trade conditions.

What keeps you interested in the department store business?

Here at Ammar’s we love fashion, and relish the opportunity to deliver it to our customers in style. Also, when you’ve been in business for as long as we have, relationships become symbiotic. We have responsibilities to our long-standing suppliers, dedicated members of staff – many of whom have been with us for years – and the personnel within the actual ownership structure who work in the business and what needs must be met on a daily basis. The company is very important, as it provides a living for all these groups; and keeping alive remains the strong driving force.

What brands do you carry?

At Ammar’s we carry over 200 brands. Among them: Levi’s, Docker’s, Oscar de la Renta, Oleg Cassini, Jordache, Lily of France, Maidenform, and Gelmart — just to name a few.

What are your fastest-moving brands and/or product categories?

Ladies’ casual wear, men’s sportswear and children’s wear.

How would you describe the Ammar’s customer?

Our customer is fashionable, but at the same time practical and sensible. They’re looking for the great styles and quality items at good prices that they’ve come to expect of Ammar’s. The largest segment of our customer demographic centres on young professionals, many of whom we inherited. As children, these corporate types shopped at Ammar’s with their parents and now that they’re all grown up, are bringing their own families into our stores; so, that

tradition continues.

What can shoppers expect from Ammar’s on Thursday, September 19, when The Jamaica Observer Takes Style Out?

Massive chain-wide markdowns in all departments, which will represent our lowest prices of the year. And despite having a huge sale we will still be rolling out the best in customer service and ambiance to make the evening a pleasant occasion for our valued customers.

What do you expect to be the major trends or must-haves for Jamaica Observer Takes Style Out?

There will continue to be a focus on classic core items with fashionable accents.