Professional Documents
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Flow of contents Bloomingdales History & Expansion Bloomingdales- Owners Bloomingdales Country of Origin
Bloomingdales Positioning
Bloomingdales Uniqueness Bloomingdales Retail Format Bloomingdales Store Layout Bloomingdales Visual Merchandising Bloomingdales Promotions Bloomingdales Branding Bloomingdales Private Labels Bloomingdales Future Plans Bloomingdales Learnings References
History of Bloomingdale
1860 1879 A store is born
To think it all started with a 19th century fad - the hoop skirt. That was the first item that Joseph and Lyman Bloomingdale carried in their Ladies' Notions Shop in New York's Lower East Side. In the late 1800's, most fashion retailers specialized in just one type of garment. Not the brothers Bloomingdale - their East Side Bazaar, opened in 1872, sold a wide variety of European fashions. It was the beginning of what would become a "Department Store".
1880 1929
In 1886 came the visionary move uptown to 59th Street and Lexington Avenue. The store expanded steadily and by the 1920's, Bloomingdale's converted an entire city block
History of Bloomingdale
1900 - 1910 Read All About It
Flexing his marketing muscle, Lyman created splashy ad campaigns to bring people in the door. People started seeing the "All Cars Transfer to Bloomingdale's" slogan everywhere - on billboards, delivery wagons, and even ladies' beach umbrellas.
1940s
Print ads couldn't say it all. The store had to be experienced. So Bloomingdale's became the stage for gala events and fashion shows, including "Woman Of The Year, 1947." With music, lighting and sophistication, it was retailing as theater
History of Bloomingdale
1960s Its in the Bag
It's not just what you buy - it's what you take it home in, too. We've always looked for new ways to be creative. In 1961, the Bloomingdale's team came up with the first designer shopping bags. Since then, many have become collector's items
1970s
By the 70's, everyone was stopping by 59th Street and Lexington Avenue for a look - including Queen Elizabeth. People came to see and to be seen. Once there, they were dazzled by the cutting-edge fashion of designers like Ralph Lauren, Perry Ellis and Norma Kamali, who got their first truly big opportunities at Bloomingdale's.
History of Bloomingdale
2000+ Looking Forward
Bloomingdale's is committed to once again lead the way with exclusive merchandise, customized services, and alternative shopping venues. Carrying on the Bloomingdale's brothers' dream, they are always finding ways to set our stores apart. That's both the legacy and the promise of Bloomingdale's
Bloomingdale Expansion
1872 1930 Bloomingdale brothers opened their first store at 938 Third Avenue, New York City Bloomingdale's moved to a new location off of Lexington
1940 Bloomingdale opened its first branch in Fresh Meadows, Queens Bloomingdales' joined Federated Departmental Store, now Macys, Inc. 1960 Bloomingdale's two branch stores opened in Garden City, NY & Jenkintown 1974 Bloomingdale opened a store at Newton, Massachusetts 1980s New stores opened at Florida & Texas 1992 15th store opened at Mall of America 1996 Four new stores at California 2003 Two new stores at Atlanta Converted Davisons/R. H. Macy & Co. properties in Lenox Square & Perimeter Mall 2006 Stores opened in San Francisco 2007 Stores opened in California 2008 Parent Company Macys announced to enter the Phoenix market by 2009 2010 Macys Inc. opened their 1st store at Potomac Mall, Virgina 2012 Announced closure of 4 stores (Mall of America, Illinois, Atlanta & Maryland) 2014 Replacing store at Palo Alto, CA with a new 120,000 sq. ft. store 2015 Opening of their 1st three-story 167,000 sq. ft. store at Hawaii
Bloomingdale Owners
Joseph and Lyman Bloomingdale were not the pioneers of the American department store concept Bloomingdale The concept of Bloomingdale was to sell a variety of womens fashion behind one faade The Brothers recognized Americas growing love of imported European goods and they quickly set up a buying office in Paris Bloomingdale Brothers joined the Federated Departmental Store, Inc. (now Macys) in the 1940s, which is now the parent company of Bloomingdale
What what business are you in? Fashion focused departmental store
For whom what people do you serve? Trend conscious, upper-middle class shoppers
What need What are the special needs of the people you serve? Looking for high-end products
Against whom With whom are you competing? Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman, Barneys NY, Lord & Taylor and Nordstrom Whats different what makes you different from your competitors? Bloomindales provides unique merchandise in a Theatrical setting So, Whats the benefit what unique benefit does the client derive from your service? Makes shopping entertaining
Bloomingdale Uniqueness
Focus on fun
Bloomingdales capitalizes on the Theatre Retailing concept which is the DNA of the brand. They believe that fashion shows, music & charity events, etc. are good ways to pulling the crowd. They use this as their crowd pulling strategy
Bloomingdale's serves as a stage for gala events and fashion shows, including "Woman Of The Year." With music, lighting and sophistication, it was retailing as theater
As per definition, a departmental store is a retail establishment which offers a range of consumer goods such as clothing, housewares, furniture & appliances (60-70% of the merchandise falls under the non-food category). Also, the area covered by this retail establishment is approximately 10,000 20,000 sq. ft. Following the above mentioned definition, Bloomingdale merchandise consists of fashion & apparel for men, women & children (catering to the non-food category). Also, each retail outlet of Bloomingdale occupies a minimum space of 100,000 sq. ft. Since, both the above criteria's are satisfied, Bloomingdale can be classified as a departmental store.
Floor space
The main floor is a black and white checkerboard of 18-inch squares of black granite and pure white marble. The white marble is repeated in a smaller grid of 6 inches by 6 inches to flow into the fashion accessories space on the main floor.
Architecture
Black is effective architecturally throughout the store. Lacquer frames of the portals tie the buildings together on every floor. Escalator landings are richly identified with black granite squares surrounded by a glistening black mosaic border. It all makes an inviting segue to the unstained original wood floors. The third and fourth floors glory in windows on all four sides
Standalone store which is 3 storied would follow a loop format as the exit exists only at the ground floor
Bloomingdale Promotions
Face Time with customers With the official opening of the store, the store hosts charity parties & organizes an in-store preview for select customers. Events like All-day Saturday with a makeup artist & shorter events like a three hour session with a designer (say Michael Cohen, designer of Michael Stars) who will sign T-shirts.
Virtual Reality experience Using an iPhone app called Goldrun, shoppers who stand in a certain spot in the store can snap photos of themselves and appear, through augmented reality, to be standing on a red carpet with stars like Ms. Applegate or Mr. Azaria. The company hopes that shoppers will share their photos on social networking sites; to encourage such behavior, the shoppers will be eligible to win a walk-on role on The Playboy Club, an NBC set visit, and $100 gift cards to Bloomingdales.
Bloomingdale Promotions
Mobile Technology Mobile barcodes can be found on just about every page of Bloomindales catalog so consumers can learn more about the styles featured
Synergy between retailer & network Bloomingdales catalogs feature actors from new NBC shows; shoppers are invited to try out that virtual reality app that inserts them onto the red carpet of an NBC premiere; and the networks Primetime Preview Show will be set partly in a Bloomingdales store
Bloomingdale Promotions
Retailing as Theatre The term was coined to describe Bloomingdales happenings. It was the era of pet rocks and glacial ice cubes, of visits by movie stars and royalty from Elizabeth Taylor to Queen Elizabeth II. Other events include food and music. Bringing in celebrity chefs for cooking demonstrations, and partnering with restaurants such as Le Bernardin and Park Avenue Caf, the demonstrations that are happening in cosmetics and makeovers, designer appearances, trunk shows, DJs, different parties and philanthropic events where we support the communities in which we do business. Idea is to engage the customer with things that are new & of the moment.
Tie-ins with movies Through the years, Bloomingdales has had successful tie-ins with movies including Evita, Phantom of the Opera and Moulin Rouge. For Moulin Rouge, the store brought in 20 cancan dancers, Nicole Kidman took the stage to unveil the Moulin Rouge-inspired windows, and the store created a boutique selling different products that were curated in the Moulin Rouge spirit.
Bloomingdale Branding
Four key strategies to improve performance & innovation
Bloomingdale Branding
Four key strategies to improve performance & innovation are as follows
Price Simplification
1. Create best value program 2. Eliminate coupons 3. Competitive pricing
Enhance marketing 1. Shifting advertising dollars 2. Focused newspaper advertisements 3. New marketing systems
Sky is Bloomingdales first full-scale mix & match bedding line. Including three collections "Summersweet," "Batik," and "Sundial" it's made of pure cotton and totally affordable. Its bohemian, feminine, and full of personality. Sky has a wide variety of throw pillows with girlish accents like scallop trim, rosettes, and colorful Middle East-inspired embroidery Bloomingdales: Cashmere Cashmere is the winter line of Bloomingdale; offering sweaters, cardigans, gloves, scarfs, etc. C by Bloomingdales Cashmere C is an upscale collection from the already stunning Bloomingdales Cashmere collection.
Bloomingdale's is committed to once again lead the way with exclusive merchandise, customized services, and alternative shopping venues. Carrying on the Bloomingdale's brothers' dream, they are always finding ways to set our stores apart.
Bloomingdale Learnings
Importance of face-to-face marketing Face-to-face marketing blitz might seem old school when compared with the current retail advertising trends of getting the word out via computers, cell phones and similar devices. But experts say there's a reason for the retro: Bloomingdale's target audience is women in their upper 20s to late 50s, a crowd that's not (yet) viewed as particularly techno-centric.
Customer engagement there are so many different ways to reach customers now, which can be both a positive and a challenge in such a fragmented market. The fact that consumers have so many choices today makes creating unique experiences to differentiate one outlet from the other. The customer has more information than they have ever had before. In many cases, they might know more than we do, and so its really important that we glean some of the intelligence from them in terms of what she wants, when she wants it, in the ways that she wants it. Hence, it becomes important to engage customers in things that are new & of the moment
Bloomingdale Learnings
Philanthropy CSR b.cause (because) it helps create a positive vibe amongst the audience and having charity events within the store would help display the Philanthropy philosophy. Also, customers would believe that the retailer cares for the well-being of the society at large and hence would gain further trust in the quality of products sold
Importance of Private Labels As product markets have matured and retailers growth strategies have increased their leverage, an increasing proportion of sales are accounted for by private labels in several categories. retailers are exploiting their growing market power by increasing their private label activity and the shelf-space they devote to their own store brands. Indeed, their own brands offer equal or, sometimes, superior value to national or global brands. The economic advantages of own brands are that they do not have to spend as much on product development or advertising, and the huge buying power of the retailer means they can secure very low prices from suppliers. This enables them to go to market at a price is that is often significantly lower typically by 10-20%: a very important difference in hard economic times.
References
http://www.wwd.com/media-news/marketing/bloomingdales-keeps-the-focus-on-fun-5410502 http://sandyshimiaie-bloomingdales.blogspot.in/2013/04/positioning.html http://www.crwgraphics.com/printing-blog/qr-codes-why-they-work-with-the-right-marketing-strategy/ http://en.wikipedia.org/wiki/Bloomingdale's http://www1.bloomingdales.com http://www.nytimes.com/2011/08/10/business/media/nbc-and-bloomingdales-in-a-promotion.html http://www.ocregister.com/articles/bloomingdale-8092-events-opening.html http://www.casasugar.com/Bloomingdale-Debuts-Sky-Bedding-8771233 http://www.thefreelibrary.com/BLOOMIE'S+LAUNCHES+HUDSON+PARK+BEDDING+LINE.-a0114871212
http://www.kelley.iu.edu/CERR/files/PartB.pdf
http://merchandisingmatters.com/in-store-media/bloomingdale%E2%80%99s-holiday-windows-bringstore%E2%80%99s-shopping-bags-to-life/