NEW YORK — Bergdorf Goodman has named Michael Crotty to manage its intensifying marketing efforts.
Crotty, 39, vice president of marketing and advertising for NM Direct for the last three and half years, was appointed BG’s vice president of marketing and advertising. Among his priorities will be supervising BG’s emerging online operation, which already is e-mailing customers about trunk shows, parties, designer appearances, book signings and other events at the store, and is planning to go transactional this fall.
He also will oversee The Bergdorf Goodman Magazine, a quarterly with a circulation of 300,000, as well as all other areas of marketing and advertising. He reports to James Gold, BG’s president and chief executive officer.
Crotty has been working at times on an interim basis at BG’s since last February, when marketing chief Michael Calman resigned to become chief marketing officer of CitationShares, a fractional jet ownership company based in Greenwich, Conn.
BG last year loaded up its schedule of special events, staging two to three each week. In fall 2000, the magazine was launched.
“Great things have been occurring at Bergdorf’s,” Crotty said on Friday. “The store has had great success with its magazine and with a lot of special events, so it’s positioned as a real destination with excitement. We just have to keep looking for new ways to keep things exciting and to talk to our customers.”
Crotty said there could be more direct-selling vehicles, including small, focused catalogues that feature several designers within a classification, such as shoes or jewelry.
He also said the company has a “rich” database. “We know a lot about our customers. There is an opportunity to mine the data base and do more direct marketing than we have ever done.”
In addition, the store could devise new advertising in the New York metro area, and advance its use of e-mail for communications, particularly to younger audiences, he said. Since the millennium, Bergdorf’s has attracted younger customers, in particular, by recasting contemporary, beauty and jewelry floors in the women’s store and certain assortments in the men’s store.
At NM Direct, Crotty was responsible for promoting the online and catalogue divisions. Neiman’s, NM Direct and BG are divisions of the Neiman Marcus Group. He held consumer marketing positions with CDNow.com, Sony and Time Warner. He serves as vice chairman of Shop.org, an association of retailers with online operations organized by the National Retail Federation. NM Direct has yet to name Crotty’s successor.
Crotty was instrumental at NM Direct in establishing and expanding neimanmarcus.com and blending Neiman’s catalogue and online operations. “Catalogues and online work together,’’ he said. “One supports the other and there is really great synergy between the two. There’s a greater focus on the brand.”