Jim Gold and his team of merchants are working hard to retain Bergdorf Goodman’s legendary patrician elegance, but they aren’t holding back from infusing the store with a light, youthful energy punctuated with exclusive fashions and accessories.
Gold, president and chief executive officer of the Fifth Avenue specialty store, has been focusing on revamping the store’s accessories merchandise this year, namely by reformatting the main floor and making accessories a prominent fixture on 5F, the firm’s newly designed contemporary floor complete with a DJ and bar.
Gold said accessories is an explosive category for the store that focuses on new and exclusive designers, such as Pedro Garcia and Gryson, in addition to favorites such as Prada and Chanel.
“When I first got here a couple of years ago, the average price point for a bag was $500,” he said. “Now it’s $1,000. That’s significant.”
Bergdorf’s main floor experienced a major overhaul this year with the introduction of a Goyard luggage, handbag and accessories shop, and a display of Prada accessories that were brought back to the store after a hiatus, which now flanks the Fifth Avenue entrance. The Arcade space at the center of the main floor has been dedicated to Nancy Gonzalez’s exotic skin handbags, while a Loro Piana boutique was redesigned for fall, exhibiting the firm’s signature scarves and luxurious handbags.
“Our main floor is so productive that I felt it was important to better balance it and put more emphasis on 58th Street with some new, important resources, creating a lot of energy when you move toward 57th Street,” said Gold. “We’ve been very fortunate to have balanced growth in shoes, jewelry and bags.”
The store also has been expanding and diversifying its fine jewelry assortment, with lines such as Faraone Mennella by R.F.M.A.S. and Lorraine Schwartz, in addition to in-store boutiques for venerable brands such as Buccellati, Verdura and Kieselstein-Cord.
The 5F area is targeted for growth. “That floor generates a lot of traffic, and accessories feed off of traffic,” said Gold. Brands featured on the floor include Loeffler Randall, Gustto, Tory Burch and Car Shoe.
Gold wouldn’t divulge his accessories strategy for next year, but hinted at new plans for the 57th Street room on the main floor, in addition to news in jewelry, bags and shoes.
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“When you boil it down, it comes down to a team of great accessories merchants who have scoured out the most exciting product there is out there,” he added.