Bloomingdale’s is festival-bound.
The retailer is hitting the festival trend hard with 150-square-foot women’s pop-up shops opening Friday at all of its stores. Men’s pop-ups will appear in select Bloomingdale’s locations, including the 59th Street flagship in Manhattan; Beverly Hills; San Francisco; Roosevelt Field Mall in New York; Santa Monica and South Coast Plaza in California, and Ala Moana Center in Hawaii.
The retailer’s Lexington Avenue windows at the 59th Street flagship are a tribute to music phenomenon.
Festival style isn’t new. Free People, the Urban Outfitters subsidiary, continues to mine the genre with lace flare-leg pants, cold-shoulder paisley tops and flower tiaras, and Bloomingdale’s big sister, Macy’s is calling the style “Modern Hippie.”
“It isn’t new for this season, but festival created a platform for a lot of fashion that’s been happening, particularly on the West Coast,” said Brooke Jaffe, operating vice president and fashion director of women’s ready-to-wear. “With this opportunity and lens of looking at fashion, our eyes were opened to new ideas within existing brands and also the opportunity to hunt for new resources. A lot of the new resources have such approachable price points it’s created a whole other avenue of business and exploded an aesthetic that probably has been under the surface for a while and now has exploded.”
Parker, Chaser, Mara Hoffman, Sunset + Spring, Sol Angeles, Toms, Herschel, Aqua, Show Me Your Mumu, Lovers & Friends, Tularosa and Wayf are among the labels that can be found in the pop-up shops. There’s also Flying Monkey, “a new, younger approach to denim,” Jaffe said, and leather jackets from BB Dakota and Jet Set Diaries.
Jaffe said Bloomingdale’s festival offerings will appeal to Millennial flower children, a cohort the retailer has been trying to attract. “Festival is very young in spirit and there’s a lot of energy and freedom in the clothes,” she said. “It’s very happy, positive, liberating clothing and there’s a lot of opportunity to be very unique in your individual styling. The more you mix up all the categories, the better.”
Bloomingdale’s shot an online look book and marketing campaign in Austin, Tex., that begins Friday and will run for three months.
The retailer formed a partnership with DJ Hannah Bronfman to promote festival music and dress. Bronfman created a dedicated Spotify playlist that will be heard in all Bloomingdale’s stores. She’s scheduled to appear at the 59th Street flagship on April 7.