NEW YORK - Without dulling its glittery image, Trump Tower has embraced a new layer of mass appeal.
It's all part of an evolving picture of Fifth Avenue and 57th Street in which Bugs Bunny has become as prominent as Tiffany's.
The changes at Trump Tower reflect a drive to capture more of the tourist trade and bring the price level of its retail occupants down a notch.
In the past three years, several national chains, including Cache, Coach, I.B. Diffusion and Footloose, as well as Rigorno sunglasses, Dooney & Bourke leather and accessories, and V2 by Versace, the designer's secondary men's wear line, have joined the 40-tenant roster of retailers.
In mid-May, Tower Records is scheduled to open an 8,000-square-foot store on the lower level, in a space that has been vacant for three years.
The Limited, which operates Abercrombie & Fitch on two levels in Trump Tower, is reportedly negotiating a shop for its Bath & Body Works division, possibly in one of the Tower's few remaining vacancies, a 3,000-square-foot spot on the fourth floor.
In addition, Caswell-Massey, a fragrance firm, is reportedly interested in one of the smaller spaces.
Further, there has been intense speculation about Nike coveting the space now occupied by Galeries Lafayette.
"We really had too much that was too highbrow," said Donald Trump this week. "Now we have more of a mix that starts in the middle range and goes to the very top, as opposed to only the very top of the line.
"There's been some turnover," Trump continued. "There always will be in retail. It's taken us a period of time to straighten the balance out, but we're getting it."
Ferragamo, the luxury Italian shoe, accessory and ready-to-wear firm, is scheduled to open at the end of June in Trump's most prominent spot -- right on Fifth Avenue, where Charles Jourdan operated until last year.
Ferragamo will have two Fifth Avenue doors and windows straddling the main entrance to the Trump atrium, and entrances from the inside, as well. There will be separate areas for Ferragamo's men's, women's and accessories, with 5,000 square feet of selling space out of 9,200 gross square feet.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)