Bloomingdales Case Study

Bloomingdales has been an iconic retailer for the since its inception in 1861. Their recent 100% Bloomingdales campaign is a collaboration between Fashion Directors and 100 designers to provide 1000 exclusive pieces for Bloomindale shoppers. This campaign is incredibly successful in meeting the high standards the brand is famous for while seamlessly integrating into the new omnipresent marketplace that the fashion industry is evolving into. The campaign is fun, targeting a new and younger demographic that translates into multiple platforms and tells the consumer that Bloomingdales is a one stop shop for limited edition high end pieces.
Millennials today have more options than ever. With fast fashion brands like Zara, H&M and Asos having attractive and affordable price points on thousands of pieces, Bloomingdales not only has to compete in having the right items but they must also answer the question “Why should millennials pay more for a style they can find at a fast fashion retailer?” The phrase “100% Bloomingdales” has a directness to it, inferring that a customer can get a polished look from one iconic store. They have been able to maintain the integrity of their price points of higher end items; it lets consumers know that they can complete their complete look in one place. It encourages millennials that its not just
These collections are a collaboration between brand and buyer while speaking to the millennial consumer’s need to be unique. Criticized for being the generation of participation awards and hyper aware sense of uniqueness, millennials desperately want to be special and different. Bloomingdales understands this desire and is capitalizing on it. This commercial uniqueness speaks to the new “sharing economy” that millennials participate in by having designers collaborate with the Bloomingdales team, and as a result the products seem curated specifically to