Bloomingdales in Manhattan are doing a total makeover on their 5500m2 main floor, due to be finished in October 15. To launch the new layout they have organised 525 different events in cosmetics alone through December.
The renovations apparently are costing between $US45-55million including vendor contributions for which the vendors are hoping to see a sales uplift in the range of 10-20%. The space is already highly productive by department store standards, turning over in excess of $21.5k psm.
The main floor includes fragrances, beauty, designer handbags & leather goods, fashion accessories, fine & costume jewellery, sunglasses, men’s dress shirts & ties.
So far the fragrance department, a three-level Louis Vuitton shop and areas for jewelry and handbags have been completed and within a this week the lower level for men’s is expected to be finished – even though the floor as a whole doesn’t launch till October.
The overall design is somewhat of a departure from traditional department store layouts which are normally fairly open. The Bloomingdales design by contrast includes 13ft high by 30ft wide walls which demarcate “rooms”. These, combined with columns (also something traditionally minimised in department store layouts) are designed to provide opportunities for the latest visual display technology & interactivity, plus of course opportunities for stocking. The columns, for the first time, will be used by vendors for branding purposes such as video panels, graphics and transparencies for theatrical effect. Clinique, for example, is creating a ticker tape, reminiscent of Times Square.
The beauty area will feature 26 brands of which 6 are new – Bare Escentuals, Jo Malone, Shu Uemura, Sisley, Bumble and bumble and Giorgio Armani.
In handbags, accessories and jewelry, new brands include Stella McCartney, Michael Stars, Eileen Fisher Daddy Longlegs, Ugg, D&D, Me&Ro, Helen Ficalora, Links of London, Janis Savitt, Elizabeth and James, Seasonal Whispers and James Swette.
In sunglasses and watches, the new brands are Carrera, Burberry, David Yurman, Timex, Adidas and G-Shock.
Bloomingdales have challenged the brands to not only bring their best retailing skills to these new spaces but also to reach higher – particularly in the areas of customer service & technology.
They are very aware of the importance of events & interactivity and to that end have built into the space a 120m2 “cosmetic studio” where master classes in applying makeup can be conducted as well as personal appearances from celebrities, models & brand icons. Many of the brands, for the first time, will be managing events for the store through their corporate calendar to create maximum merchandising leverage.
