STORES Magazine - December 2009 - (Page 191)

CONSIDER THIS / LOEB RETAIL LETTER Copyright 2009 by Loeb Associates Inc. Used by permission. More Than a Facelift at Bloomingdale’s BY WALTER F. LOEB The complete makeover of a venerable flagship store culminated in October when Bloomingdale’s management unveiled the new beauty department at its 59th Street Manhattan location. This department is full of innovative and exciting features that create a totally new cosmetic and fragrance world. It is an eyeopening experience for customers to walk through the department, which has been expanded to 25,400 sq. ft. on the main floor. Before the changeover it was the blackand-white checkered floor that defined the department in one enormous room; now, 83 cosmetic and fragrance brands can be found in three rooms, each with a distinct personality. Estee Lauder chairman Leonard Lauder was excited by the finished concept and said that Bloomingdale’s has re-established the standard for department stores. It will be a difficult challenge, since many of the installations are now interactive, with information being flashed on monitors as customers test the products. Of course, many of the featured brands that form the backbone of Bloomingdale’s beauty offering remain, including Benefit, Bobbi Brown, Borghese, Chanel, Clarins, Clinique, Dior, Estee Lauder, Kiehl’s, La Mer, La Prairie, Lancôme, Laura Mercier, M.A.C., Prescriptives, Shisedo, SK-II, Trish McEvoy and Yves Saint Laurent. In addition, there is a 1,300-sq.-ft. Cosmetic Studio available for master classes by top make-up artists, private parties or for use as treatment centers. Key theme: innovation Walter F. Loeb is a New Yorkbased consultant and member of the NRF board of directors whose newsletter is published monthly in STORES. Innovation was the key theme as the entire store was renovated. I believe every floor has unique features today – intimate apparel is a stunning department with customers able to page associates if they need assistance, the shoe department (on two floors) enhances the product offering, the rejuvenated men’s department (Metro 59) has many touches targeting the young and Brands make debut hip. The Lab features numerous American and European Adding depth to the 22 major brands already in the dedesigner labels for men. partment are six new vendors — Giorgio Armani, Bare EsWherever I looked I saw a store that is inviting to young centuals, Bumble and bumble, Jo Malone, Sisley and Shu people without losing its allure to more mature customers. Uemura. It also offers new services like a Tokyo Lash Bar New designer brands and a great deal of attention to deand a Bb. Styling shop. tails make the store a focus for fashion and design, and I congratulate BloomCustomers have responded with enthusiasm: ingdale’s chairman traffic has been strong throughout the store, Michael Gould for his and the beauty advertising has given the vision in developing store a unique image the concept. Customers have responded with enthusiasm, as well: I am told that traffic has been strong throughout the store, and that the beauty advertising has given the store a unique image. I am pleased that the project was completed despite the current recessionary period, since it helps to build a solid foundation for the future. WWW.STORES.ORG STORES / DECEMBER 2009 191 http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - December 2009

Stores - December 2009
Editor’s Page
President’s Page
Wrapped in Mystery
Hot Colors for 2010
Holding the Line on New Lines
Busting Bad Customers
10 Things You May Have Missed
JCP Teams with Olsen Twins
Retail People
Half Full–or Half Empty?
Retail Industry Buying Guide
Loeb Retail Letter
ARTS Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - December 2009