Alicia Gonzalez, Arriana Drakes, Chanelle Bertelsen Retail Buying Simulation / FASM 245 - 01 / Daniel Green
History Of Bergdorf Goodman 1901 - Edwin Goodman and Herman Bergdorf open a dress atelier on Fifth Avenue at 19th Street 1906 - Edwin Goodman purchases the shop from Herman Bergdorf 1914 - Edwin Goodman is the first couturier to introduce ready-to-wear, changing the way American women dress 1928 - Bergdorf Goodman moves up on to Fifth Avenue and 58th Street, the former site of the Cornelius Vanderbilt mansion 1969 - World famous shoe salon opens 1990 - The Menâ€™s store opens across the street 1999 - The beauty level opens 2004 - BG.com goes lives 2006 - 5F Contemporary debuts on the 7th floor 2010 - 5th/58th Blog launches 2011 - Voted Luxury Marketer of the year 2012 - Bergdorf Goodman Celebrates their 111th anniversary
â€œBergdorf Goodman provides luxury assortments at the highest caliber, all geared by knowledgeable staff to provide a customized, enjoyable buying experience.â€?
Target Market Demographics Age: 25 - 50 Education: Bachelor’s Degree or higher Gender: Male/Female Marital status: Married w/ a family Income: $500,000 + Home ownership: Yes VOWS: INNOVATORS
*Successful *High Self-esteem *Sophisticated *Receptive to new ideas *Take Charge *Leaders in their industry *Active consumers *Cultivated tastes *Upscale niche products/services FAVORITE THINGS: *Luxury vehicles *Sparkling water *A rewarding shopping experience PERSONALITY TRAITS: *Image is very important because it is an expression of their taste, independence, and personality *They are emerging leaders in business and government *Continue to seek challenges *Lives are characterized by variety *Possessions and recreation reflect cultivated taste for the finer things in life
“For those that seek the best”
Handbags, Jewelry, Sunglasses and Optical Shop Goodmanâ€™s Cafe Cosmetics, Fragrance, Hosiery Designer Shoe Salon, European Designer Boutique Advanced Designer Collections Solutions by Betty Halbreich Couture Collections, Fur Salon, Evening Collections Personal Shopping Services Contemporary Clothing, Denim, Shoes and Accessories Sportswear, Coats, Eveningwear, Lingerie and Swimwear, Client Services and InCircle Services BG Restaurant Decorative Home, China, Crystal, Silver, Stationery, Books, Linen, Little BG, Holiday Shop Bridal Salon and Gift Registry John Barrett Salon
Scope of Store
*Bergdorf Goodman has one luxury venue located in downtown Manhattan. The women’s store offers nine stories of pure elegance while the men’s store is located across the street. *They operate both print catalog and online operations. *Annual sales = One Billion Dollars
“There’s only one Bergdorf Goodman’s”
Social Media Presence Facebook:
*247, 310 likes *They use Facebook to post “What I’m wearing today” feature that tracks five consecutive outfits of an employee. Consumers can comment on the images and are directed to the Berg- dorf website where they can buy the items themselves. *They also use Facebook as a way to alert their customers of upcoming in-store events. Twitter: @Bergdorfs / @Bergdorf *250, 400 followers *BG gives its followers inside access to the store, the windows, the fashion, the City and a lot more. *They engage with their consumers and ask about their weekend plans and fashion tips in addition to posting store events, branded products, sales and New York themed lifestyle tips.
*231,000 followers *A place to find their Fashion City Adventures and New York secrets
App: Today’s Shoe *This is where consumers can send their pictures of their shoes to the brand. The images are put up on a large map of New York so that con- sumers can see the shoes all over New York’s Manhattan area.
Blog: 5th/58th *A place to find the latest news on New York Fashion Week, calender of events, Window Displays, Designer Collec- tions, Men’s and Women’s fashion, print catalog, etc.
The Bergdorf Difference *Exclusivity within their product selections *Extravagant designer-based assortments to fit any taste level *Window Displays have the utmost creativity and are so eye-catching that consumers make it a point to stop by the Bergdorf windows regularly *Customer Service is outstanding and sale personnel are highly knowledgeable *Services available: full service spa, color services, eyebrow design, manicures, makeup application, personal shopping services, bridal consultations, fitting and tailoring, optical services, etc. *Bergdorf ’s is a retreat for their clientele. It’s not just about shopping, it’s about the experience you have while you are shopping. *BG knows their elite client and knows what he or she is looking for. *They are corporate socially responsible
Scatter My Ashes At Bergdorf Goodman: http://youtu.be/m_tlLasDH3A