EXHIBIT 99

                Dillard's to Begin RFID Pilot Program

    LITTLE ROCK, Ark.--(BUSINESS WIRE)--Oct. 3, 2007--In our ongoing
effort to deliver better service to our customers through improved
product availability, we (Dillard's, Inc - "Dillard's") (NYSE: DDS)
will begin an item-level Radio Frequency Identification ("RFID")
tagging pilot in our stores this month. The pilot will consist of
certain styles of merchandise being marked with RFID-enabled tags. The
RFID/EPC (Electronic Product Code) tags function like an intelligent
barcode and contain only the Electronic Product Code unique to each
garment.

    The tags are designed to be removed at the time of purchase. They
are not required in the event that the customer wishes to return the
garment. No link will be made between the garment information held by
the tag and the customer's personal information. These new tags will
enable store associates to perform more frequent inventory counts on
merchandise, with the ultimate goal of more timely replenishment of
out-of-stocks. We believe that the use of RFID technology can enable
us to provide an even higher level service to our customers by
enhancing our ability to have the right product available at the right
time while providing us even more accurate information from our
inventory control system.

    Additional information about how we intend to use RFID technology
is available at http://www.dillards.com/info/rfidInfo.jsp .

    Dillard's, Inc. is one of the nation's largest fashion apparel and
home furnishing retailers. The Company's stores operate with one name,
Dillard's, and span 29 states. Dillard's stores offer a broad
selection of merchandise, including products sourced and marketed
under Dillard's exclusive brand names.

    Forward-looking information

    The statements made in this release regarding our intention to
pilot and further implement RFID technology as well as statements made
regarding our goals and beliefs of the benefits of using this
technology are forward-looking statements within the definitions of
federal securities laws. These statements represent the views of
management at the time of this release, are based upon current
information available and are not guarantees of future performance or
results. Our actual results of the RFID pilot program and further
implementation of this technology in our stores may vary from the
forward-looking statements made above due to a number of risks and
uncertainties. These risks and uncertainties include but are not
limited to the continuing availability of equipment, technology and
expertise to successfully pilot and further implement the RFID
program, our continuing analysis of the cost-benefit aspects of RFID
implementation and resulting determination of the appropriateness of
continuing forward with the project and the ability and willingness of
our current and future merchandise suppliers to participate in RFID
tagging and technology. Dillard's disclaims any obligation to update
or revise these forward-looking statements based on the occurrence of
future events or the receipt of new information.

    CONTACT: Dillard's, Inc.
             Julie J. Bull, 501-376-5965
             Director of Investor Relations