Bloomingdale's Staging Ambitious Italian Campaign with Valentino, Zegna, Missoni, others
After a three-and-a-half-decade hiatus, Bloomingdale’s will once again stage a huge import promotion, this time bringing the food, fashion, accessories, fine jewelry, home furnishings, beauty and culture of, With Love,” more than 150 brands, including 30 new to the upscale department store such as Isaia menswear, Fendi, Etro and La DoubleJ ready-to-wear, are participating, and there will be 300 exclusive products displayed in the Bloomingdale’s stores and on the website.
Traub’s import promotions revolved around exclusive and rare products, such as introducing to the U.S. centuries-old ceremonial robes from Beijing’s Forbidden City for a 1980 China promotion. Or for the “Mediterranean Odyssey” in 1987, he imported a $15,000 Christian Lacroix Provencal-inspired satin dress even though the store didn’t sell couture. Traub sent some of his team to Kennedy Airport to pick up the dress, with security.
He also declined to indicate the dollar value of the buy for “From Italy, With Love,” other than saying, “This is a very, very strong investment for us, but we definitely think that it’s creating value for the Bloomingdale’s brand on a mid- to long-term perspective. I really want Bloomingdale’s to go bigger.”In Marvin Traub’s era, planning an import promotion involved many trips overseas for months.
But as Berman told WWD, “Collectively as an organization we started thinking about this two years ago. While the idea and some of the work began before Olivier’s arrival, he challenged us to think bigger, to elevate what we were doing, and make it more dramatic. He definitely put his stamp on it. “It’s going to be extremely spectacular,” Bron said. From the time you first enter the 59th Street flagship on Sept. 5, “You will be surprised, and then you will come upon one surprise after another surprise. Whatever category you’re visiting, whatever the floor you’re on, you will see the flavor of Italy services, exclusive products, animations, activations, etcetera, from the lower floor to the upper floors. Every single floor will be customized around this Italian campaign.
As a central component of the 59th Street programming, Salone del Mobile.Milano will pay tribute to Italian design. The flagship will host a special exhibition with an installation titled “Italian Design: From Classic to Contemporary,” showcasing products from 23 Italian brands, all exhibitors of the Salone del Mobile.Milano trade fair. Architect Ferruccio Laviani is curating the installation, which took inspiration from Giorgio de Chirico’s metaphysical piazzas.
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