NEW YORK — Bloomingdale's is introducing a store-within-a-store concept, First Edit, which has the sensibility of a trendy multibrand specialty shop.
First Edit features labels common to specialty retailers but not department stores. Michael Angel, who designs hand-painted silk dresses and blouses, which he ships out of his garage, and 120% Lino, are examples of First Edit's "very special and unique" resources, said Jeff Binder, vice president and divisional merchandise manager of Bloomingdale's View department and designer sportswear.
Other brands include Scharke, TeenFlo, Shin Choi, Cortina, Hollywould, Philippe Adec, Biya, Alara and Harari.
The in-store shops are launching at Bloomingdale's Manhattan flagship and units in Garden City, N.Y.; North Michigan Avenue in Chicago; Boca Raton and Orlando, Fla., and Newport Beach and Costa Mesa, Calif.
First Edit shops encompass about 250 square feet, with the exception of the unit at the Manhattan flagship, which is twice that size.
The aesthetic is sophisticated and modern, but the formula is hard to pinpoint. "There's not one thing that the brands have in common, other than the fact that something caught the buyer's eye," Binder said. "The buyer selects the best of each of the brands and merchandises it from a Bloomingdale's point of view."
The retailer has had success with its two store-within-a-store concepts, Quotations and Portfolio, using them to set itself apart.
"We see this whole concept [First Edit] becoming much more important in the future, doing more volume and expanding to more doors," Binder said. "It's a great differentiator for us. In this climate, we need to be more special. You will see more in-store shops. This is in its infancy."
First Edit will be more productive in terms of sales than other parts of the store, Binder said, adding, "We're testing new ground with this concept."
Geared to women 35 years old and up, the First Edit customer could be fans of such disparate designers as Eileen Fisher, Missoni and Ralph Lauren Black Label. While Quotations and Portfolio offer casualwear, First Edit focuses on career wear. "You could also find a top for going out on a Saturday night," Binder said.Bloomingdale's is launching First Edit shops with three fashion trend stories: colors of the season, featuring yellow and orange sorbet shades; neutral safari with tans and browns, and black and white. Prices are typical bridge points to aspiring designer prices, Binder said, noting that jackets are $400, pants, $200 to $300 and T-shirts, $50. There are a few items priced over $1,000.
Bloomingdale's is not doing much to promote First Edit now. But Binder said ads will run later this season. "We're getting our feet wet in this business," he explained.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews