NEW YORK — Bloomingdale’s renovated lingerie department at the 59th Street flagship here may represent the shape of things to come.
“This is a seminal moment for Bloomingdale’s…because it says to us we can spend millions of dollars for things not just from a visual point of view, but to also pick up volume,” said chairman and chief executive officer Michael Gould. “I believe this is one of the most important moments in Bloomingdale’s history, and this could be a harbinger of other kinds of renovations.”
The 12,522-square-foot space on the fourth floor, unveiled Monday, is intended to appeal to shoppers with a sophisticated, luxe ambience akin to the third-floor designer and bridge ready-to-wear department that was transformed into the New Bridge, New View department in September.
The challenge will be to boost sales 15 to 20 percent without having increased the square footage, Gould said.
The Bloomingdale’s design team’s revamp, which was headed by Shane DiNapoli, better manages existing space with the illusion of wider open vistas leading into the foundations, sleepwear and fitting room areas, Gould said.
Four factors will be key in making the new intimates department a success: service, quality, a specialized ambience and a pampered, fitting-room experience that makes the customer feel as if she were in her own bedroom, Gould said.
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