Oahu malls had flat
sales for February

Star-Bulletin staff

Oahu shoppers were more reluctant to spend in February as news of major layoffs put a crimp in consumer confidence

In Oahu malls that target local shoppers, sales were basically flat when compared with one year ago. The two retail centers depending more on tourists -- Ala Moana Center and the Royal Hawaiian Shopping Center -- continued to show a big drops in sales, hurt by the Asian financial crisis and the weaker yen.

Statewide retail sales were at $1.348 billion for the month, down 3 percent from $1.392 billion in February 1996, according to state Department of Taxation records.

Here's a look at the major Oahu malls' results for February, the most recent month available, provided to the Star-Bulletin by the malls.

Kahala Mall: Sales rose .15 percent, said Laurie Hara, events coordinator.

"We had people at the mall but they weren't spending as much. News of the layoffs took a toll on consumer confidence," said Hara, referring to job-cut announcements in February by Liberty House, Bank of Hawaii's parent company, and the City & County of Honolulu.

Royal Hawaiian Shopping Center: Sales dropped 22 percent, said Charlian Wright, marketing director.

"While the yen to dollar ratio still plays a major part to the Japanese visitors spending, February also showed a decrease in visitors to Oahu of 3.7 percent," Wright said.

"Average length of stay also decreased slightly."

Despite these factors, Wright said sales of furniture were up 26 percent, jewelry sales were 15 percent higher and entertainment revenue was up 3 percent.

Ala Moana Center: Sales fell 15.6 percent, said Dwight Yoshimura, general manager.

While the reduction in Japanese visitors remained a major factor in the lower sales, Ala Moana Center did see some categories rebound, including specialty and childrens' wear, up 5.87 percent; junior apparel, up 5.02 percent; and jewelry, up 4.87 percent.

Yoshimura also said construction for the Neiman Marcus store is on schedule for a mid-September opening.

Victoria Ward Centers: Business was up .7 percent, said Valery O'Brien, managing director of marketing.

"We had good traffic in February," O'Brien said. "We just feel optimistic about everything and we are getting some new stores."

The Handblock apparel shop will open this month at Ward Centre and California Luggage Outlet will open May 1 at Ward Warehouse.

Pearlridge Center: Sales fell .3 percent, or "basically flat," said Heidi DiEugenio, marketing manager.

"We had an extremely strong Valentine's Day," she said. That success was reflected in the categories that recorded strong gains, including women's accessories, up 55.8 percent; cosmetics, perfumes and beauty, up 45.6 percent; and jewelry, up 28.4 percent.

Fredericks of Hollywood opened in a new location last month, and the After Thoughts accessory store is another newcomer to the mall, DiEugenio said.

Windward Mall: Business was up .1 percent, said Sandi Oguma, marketing director.

"In this economy, flat is good," Oguma said. "Our apparel categories are up and that is a good sign because the industry has been down (nationwide) for five or six years."

Oguma said Claire's Accessory Store opens Friday and Picture This And More, an art store, opens Saturday.