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NEW YORK - With a special two-tone shopping bag and an intriguing band of lavender light emanating from its windows, Bergdorf Goodman on Tuesday will begin trumpeting its latest renovation project.
It's the store's new fifth floor for contemporary merchandise, called 5F. Sportswear, dresses, shoes, denim and accessories are displayed in a different way than on other floors. 5F is more heavily merchandised (though not choking with product) and departs from the usual static phalanx of collection shops with an open, energetic, loft-like setting with unobstructed views. Items and trends are showcased by mixing designers and brands in vignettes and, overall, there's a feeling of modernity and movement created by displays executed with flair and a sense of set design, by the undulating, louvered ceiling and by sliding walls and scrim fixtures.
The floor has been "re-branded," as Bergdorf officials say, and unlike any other spot in the store, given its own name as part of a concerted marketing effort. "We decided to create a subbrand, 5F, to send a strong message to our clients and vendor partners that Bergdorf Goodman, a store steeped in luxury, is also very serious about its contemporary sportswear, shoe and accessory business," said Jim Gold, president and chief executive officer. "We want to be the fashion destination for all of the generations who shop at Bergdorf Goodman."
"It's not about an age or a demographic," added Michael Crotty, senior vice president of marketing and sales promotion. "It's about the spirit of the customer, a lifestyle, and being interested in the trends of the season."
The floor has taken a...