Bergdorf Goodman's Fall Collections 2013
New York department store Bergdorf Goodman is strengthening its standing among luxury retailers with a magalog mailer that displays its vast offering of fall fashion collections.
The 325-page double issue features both men’s and women’s collections along with editorial content, advertising space and multiple fashion spreads artfully displaying the collections.The dual focus magalog allows the retailer to simultaneously appeal to both male and female consumers in an engaging way.
“Women shop for their men and men are intrigued by women’s appointments – there is an undeniable economy of scale,” said Chris Ramey, president of Affluent Insights, Miami, FL.
“A magazine is a story – the challenge is sizing the book so as to not lose interest of the reader. 325 pages may create a distinction at the risk of boredom,” he said.
Mr. Ramey is not affiliated with Bergdorf Goodman, but agreed to comment as an industry expert.
Bergdorf Goodman was unable to comment before press deadline.
Double the fashion
Ralph Lauren is seen on the inside cover of both the men’s and women’s section of the fall magalog. The women’s section features the Ralph Lauren Collection while the men’s section has an advertisement for Ralph Lauren Black Label.
Ralph Lauren Black Label ad
The women’s section of the magalog is significantly larger than the men’s. Both sections feature ready-to-wear fashions, accessories and beauty and fragrance highlighted in both ad space and content pages.
In the 228-page women’s section the ads are predominantly beauty and fragrance related.
There are ads for Clive Christian’s eponymous fragrance, Tom Ford’s beauty collection, Dior’s Rouge lipstick collection, Saint Laurent’s beauty collection, and others.
Tom Ford Beauty ad
Ralph Lauren’s Collection ad is one of the only ready-to-wear ads in the women’s section allowing it to stand out among the fashion spreads that follow the ad space.
Ralph Lauren Collection ad
Additionally, there are ads for David Webb jewelry, Armani sunglasses and Chanel timepieces.
The smaller 97-page men’s section features ads for fragrances and Hermès’s ready-to-wear “A Sporting Life” collection.
Fragrance ads include Ermenegildo Zegna and Bottega Veneta. These ads add support to the issue’s multi-page promotion for its new Men’s Fragrance and Grooming Shop opening later this month.
Bergdorf Goodman ad
The women’s section features a spread displaying fashions inspired by menswear and the fall season’s handbags. The men’s section includes fashion spreads of shoes and accessories and formal wear.
A digital edition of the magazine is available through the Bergdorf Goodman Web site, which provides consumers with additional video content.
Through the looking glass
Magalogs and lookbooks are an ideal way for retailers to stand out among competitors and may increase foot traffic by reinforcing the retailer’s personality.
For example, department store chain Neiman Marcus is celebrating the twentieth anniversary of its “Art of Fashion” campaign through a collaboration project with artist Sarah Moon.
The Art of Fashion campaign debuts in September and will be featured in Neiman Marcus’ The Book with 23 photographs taken by Ms. Moon. Partnerships with artists help to highlight the brand’s creative vision and personality (see story).
Brands can benefit from releasing a lookbook that involves multiple platforms for further consumer engagement.
For instance, retail chain Saks Fifth Avenue is rebranding itself as a place of fashion inspiration and not just a place to shop with a new forward-looking multichannel campaign.
Saks’ new “LOOK” initiative is being incorporated into all aspects of the store such as the catalog, Web site, shopping bags, in-store events and visual displays. Revamping strategy is imperative for a store brand to compete in the retail industry and keep its customers coming back (see story).
A retailers is able to display its objectives through a magalog.
“Every brand’s magazine has objectives and we shouldn’t assume they are the same, he said.
“Hence the varying size of Bergdorf’s book versus Neiman Marcus, Saks and Barneys.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York