NEW YORK — Robert Burke, who has been instrumental in sharpening the fashion message at Bergdorf Goodman, has been promoted to senior vice president for the fashion office and public relations, a new position.

Burke, formerly vice president and senior fashion director, has been with the store for five years. He is credited with helping the store’s team maintain a more fashion-forward presentation each season and effectively integrating it across BG’s operations, including in-store, store windows, the Bergdorf Goodman Magazine, advertising and Moreover, he has strong ties to designers, in men’s and women’s apparel and accessories and home goods.

“Robert is great with people, has a keen eye and is forward-thinking. These qualities enable him to work very effectively with the market, our merchants and marketing and visual teams to formulate and communicate our fashion direction,” Jim Gold, president and chief executive officer of Bergdorf Goodman, said in a statement released Tuesday.

Burke becomes BG’s fifth senior vice president. The others are: Muriel Gonzalez, general merchandise manager for all nonapparel areas; Margaret Spaniolo, general merchandise manager for the men’s division; Bill Brobston, general manager, and Michael Crotty, marketing. BG, a division of the Neiman Marcus Group, currently does not operate with a gmm for women’s.

Reporting to Burke are Roobal Patel, women’s fashion director; Michael Bastian, men’s fashion director, and Anna Pinheiro, director of public relations.

Prior to joining BG in November 1999, Burke was with Ralph Lauren, last serving as director of men’s and women’s accessories and the home collection for Polo Retail Corp. At one time, he was general manager of the Ralph Lauren flagship on Madison Avenue and 72nd Street. He also once handled women’s ready-to-wear for Polo Retail.

— David Moin

This story first appeared in the September 8, 2004 issue of WWD. Subscribe Today.