By  on August 19, 2011

Hone it and make it easier to shop. That’s what the merchants at Bergdorf Goodman did to recreate the store’s designer eveningwear offering.

Before there was one shop on the fourth floor. Now there are two next to each other, with the latest, opened this month, putting the spotlight on cocktail dresses for a younger, though still elegant attitude. The space has beveled mirrors, dark carpeting, polished nickel and Lucite fixtures, embossed gilded wall covering and a coffee-table with an antelope head as its base.

“It’s our nightclub room for festive, fun party clothes for the younger customer who doesn’t want to go over the top with a gown,” said Elizabeth Hui, Bergdorf’s vice president and divisional merchandise manager for advanced and couture designer collections. The original shop is now focused on gowns, for a more formal attitude with longer lengths.

“Even in difficult times, our customers celebrate life,” said Ginny Hershey-Lambert, Bergdorf’s executive vice president of merchandising, explaining the rationale for fine-tuning eveningwear to capture greater business.

The new cocktail dress area has a large section for Marchesa, with cocktail pieces, gowns and handbags, including some exclusives. “We really wanted to make Marchesa a destination and encourage them to create exclusives for us,” said Hershey-Lambert.

The range in the shop is from a $1,980 Marchesa short, fluted plissé sleeve cocktail dress, to a $6,990 J. Mendel deco laser cut pony dress in tulle. Other labels sold in the shop include Kaufman Franco, Alexandra Vidal, CD Greene, Ines Di Santo, Pamela Dennis, Naeem Khan, Monique Lhuillier and Zuhair Murad. Many of the same designers in the cocktail room are also in the adjacent room for gowns.

“The bulk of our evening business is done with American designers,” said Hershey-Lambert. “They really understand the fit and occasions of our client base, and we can do a lot of exclusives and customization.”

load comments
blog comments powered by Disqus