Yuav ua li cas Bergdorf Goodman npaj los hloov pauv khoom kim heev

Txij li thaum Neiman Marcus Group (NMG) raug yuam thaum lub sij hawm nws cov ntaub ntawv poob nyiaj kaw nws thawj zaug thiab tsuas yog Neiman Marcus khw hauv Hudson Yards xyoo 2020, Bergdorf Goodman tau los ua NMG lub bastion hauv nroog.

Thaum ntxov, cov lus xaiv tau tshaj tawm tias NMG tuaj yeem tshem tawm Bergdorf Goodman ib yam nkaus, tab sis cov no tau raug tso tseg sai li NMG tau cog lus rau lub hom phiaj raws li cov cuab yeej tseem ceeb ntawm nws txoj kev lag luam.

Tam sim no siv los ntawm lub tswv yim "Setting the New Standard In Luxury" kom yeej hauv NYC thiab thoob plaws ntiaj teb, NMG CEO Geoffroy van Raemdonck, nrog kev pab los ntawm Bergdorf Goodman tus thawj tswj hwm Darcy Penick, npaj los qhib BG lub peev xwm hauv kev hloov zuj zus mus rau xyoo pua 21st. ntiaj teb no khoom kim heev.

Lawv yuav ua nws los ntawm teleporting cov khawv koob elegance ntawm Bergdorf Goodman hauv khw kev paub digitally.

Kev pib zoo

Founded hauv 1899 los ntawm Fabkis tailor Herman Bergdorf, lub tuam txhab tau renamed Bergdorf Goodman tom qab Bergdorf tus tub kawm Edwin Goodman txuag nyiaj txaus los yuav ib feem ntawm kev ua tswv cuab hauv kev lag luam.

Tsis ntev tom qab ntawd, Goodman yuav Bergdorf tawm thiab, xyoo 1928, tau tsiv lub khw mus rau nws qhov chaw tam sim no ntawm Fifth Avenue ntawm 57th thiab 58th Street, tam sim no yog ib qho chaw hauv New York City.

Goodman tus tub Andrew coj mus rau thaum ntxov 1950s. Nws thiaj li tau muag nws hauv 1972 rau qhov yuav dhau los ua Carter Hawley Hale Cov Khw muag khoom uas tseem muaj Neiman Marcus. Tom qab ntawd xyoo 1987, ob leeg tau tawm mus rau hauv lub tsev Neiman Marcus Pawg. Tom qab ntawd, BG tau txav nws cov txiv neej txoj kev lag luam hla txoj kev los ua txoj hauv kev rau ntau tus poj niam zam.

Thoob plaws hauv lub xyoo pua 20th, Bergdorf Goodman thiab Neiman Marcus yog ob lub teb chaws lub npe ua lag luam khoom kim heev: BG, lub tsev loj hauv New York City thiab NM hauv cov nroog thoob plaws tebchaws.

Amplifying Khawv koob

Tam sim no van Raemdonck thiab Penick tau sib tw coj BG mus rau xyoo pua 21st. Lawv tau teeb tsa lub tswv yim uas, ntawm ib sab, tsis tuaj yeem cuam tshuam nrog Bergdorf Goodman's secret sauce:

"Tau raug thauj los ntawm cov khawv koob ntawm kev tshoov siab cov khoom muag, cov khawv koob hauv peb cov keeb kwm zoo kawg nkaus, thiab cov khawv koob ntawm kev tsim cov kev paub tshwj xeeb rau peb cov neeg siv khoom," said Penick.

Thiab ntawm qhov tod tes, nws yuav tsum hloov kho cov kev paub tshwj xeeb hauv khw thiab mus rau lub hnub nyoog digital. "Peb tab tom txuas ntxiv txhim kho cov khoom lag luam-coj, kev pabcuam / txiaj ntsig uas peb tsim hauv khw thiab tom qab ntawd nthuav dav rau hauv qhov chaw digital," nws hais ntxiv.

Amplify yog ib lo lus uas Penick feem ntau siv hauv peb qhov kev sib tham. Tab sis, txij li cov khoom kim heev tiag tiag yeej tsis qw, tsuas yog ntxhi, nws tsis yog hais txog lub ntsiab txhais ntawm amplify, "kom nce ntim ntawm (suab)." Hloov chaw, nws tau hais txog qhov thib ob, "kom nthuav dav lossis ntxiv cov ntsiab lus rau (ib zaj dab neeg lossis nqe lus).

Dab tsi nws yuav tsum nthuav dav digitally, piv txwv li nthuav dav lossis ntxiv cov ntsiab lus rau, yog Bergdorf Goodman's khawv koob ua qhov kawg qhia ntawm cov khoom kim heev hauv cov khoom thiab cov kev pabcuam. Nws yog qhov kev txiav txim siab, tab sis ib qho uas Penick yog tus tsim nyog ua.

Penick pib nws txoj haujlwm hauv khw muag khoom kim heev, pib ua tus yuav khoom rau Neiman Marcus, tom qab ntawd tsiv mus rau Bergdorf Goodman, Saks Fifth Avenue thiab mus rau Shopbop hauv 2009 tom qab nws tau los ntawm Amazon.AMZN
. Nws xaus nws cuaj xyoos nrog Amazon ua Shopbop CEO, tom qab ntawd rov koom nrog Bergdorf Goodman ua tus thawj tswj hwm hauv 2018.

Digital qhib lub peev xwm loj hlob rau Bergdorf Goodman thiab Penick nkag siab yuav ua li cas tig tus yuam sij. Nws tau qhia thawj BG app thiab tau txais txiaj ntsig los ntawm kev saib xyuas NMG kev koom tes nrog FarfetchFTCH
uas coj ib tug $200 lab cov neeg tsawg Kev nqis peev los ntawm Farfetch coj nws cov peev txheej digital thiab thev naus laus zis ntxiv.

Tam sim no nws tab tom ua tus thawj coj rov ua haujlwm ntawm BG lub vev xaib raws li Farfetch thev naus laus zis.

"Peb tsuas yog nyob hauv ib lub nroog thoob ntiaj teb, yog li digital yog qhov peb tuaj yeem nqa BG kev paub rau cov neeg siv khoom thoob ntiaj teb. Feem ntau lub ntiaj teb feem ntawm kev lag luam online raug kho zoo li kev xav tom qab. Tab sis Farfetch thev naus laus zis tau tsim nrog lub ntiaj teb hauv siab, "nws hais.

"Qhov no yog lub sijhawm qhib rau peb kom coj tau qhov kev paub BG hauv zos rau cov neeg siv khoom thoob ntiaj teb. Qhov ntawd yog qhov muaj txiaj ntsig zoo hauv peb txoj kev koom tes. "

Online Elegance

Kev rov ua dua tshiab tseem yog ib txoj haujlwm ua tiav, tab sis lub tswv yim yog coj qhov nws piav qhia raws li "qhov zoo nkauj ntawm BG kev paub" rau digital.

"Peb nyob hauv kev lag luam muag khoom zoo kawg thiab khoom siv tes ua hauv qhov chaw khoom kim heev. Nyob rau hauv lub khw, uas los rau lub neej nyob rau hauv ib tug inspiring, tactile txoj kev nrog ib tug kev pab cuam lub tswv yim uas tsim kom muaj kev sib raug zoo ntawm peb hom, peb cov neeg koom tes thiab peb cov neeg siv khoom.

"Digitally, qhov kev coj ua lag luam yuav tsum los ntawm qhov chaw los txhawb thiab zoo siab. Peb yuav tsim kev sib raug zoo ntawm peb cov neeg siv khoom thiab peb lub xaib ib yam li lawv tau tsim hauv peb lub khw thiab nrog peb cov neeg koom tes, "nws piav qhia.

Nws piv cov elegance kom ua tiav hauv online rau cov dab neeg elegance tshwm sim nyob rau hauv Bergdorf Goodman streetside window displays.

"Peb xav txog kev txhais cov lus ntawd rau kev nthuav dav thiab khoom siv tes ua hauv peb lub qhov rais online. Nws yog li cas nyob rau hauv cov chaw digitally, peb nthuav tawm cov sijhawm zoo li no uas yog qhov tshwj xeeb ntawm BG khoom kim heev. "

Kev Txhaum Cai Rau Cov Neeg Siv Khoom Sib Nqus

NMG piav qhia nws tus kheej yog "kev sib raug zoo kev lag luam," thiab tsim kev sib raug zoo nrog cov neeg siv khoom kim heev yog lub hom phiaj ntawm Bergdorf Goodman's "Setting the New Standard in Luxury" strategy.

"Cov khoom kim heev yog qhov tseem ceeb ntawm BG hom. Peb yuav tsum xyuas kom meej tias lub sijhawm ntawm kev ua khawv koob thiab kev tshoov siab yog qhov tseem ceeb rau cov kev paub dhau los rau peb cov neeg siv khoom txawm tias lawv nyob qhov twg los xij. Qhov ntawd yog qhov peb xav txog kev hloov pauv khoom kim heev, "nws hais.

Saib rau qhov tsis paub tseeb nyob ib puag ncig xyoo 2023, Penick ntseeg tias kev lag luam muaj lub hauv paus ruaj khov rau kev taug kev hauv macroeconomic ib puag ncig ua tsaug rau kev ncaj ncees ntawm nws cov neeg siv khoom tam sim no thiab kev lees paub ntawm Bergdorf Goodman ua piv txwv txog qhov kawg ntawm cov khoom kim heev thiab cov kev pabcuam.

Ntau xyoo dhau los, HNW cov neeg siv khoom kim heev tau tawm thiab hais txog kev tshaj tawm lawv cov peev txheej nyiaj txiag thoob plaws ntau hom npe. Yog tias lawv pib hnov ​​​​qhov pinch, lawv tuaj yeem cia siab tias yuav rub rov qab thiab nqaim lawv cov kev siv nyiaj hla ntau hom npe uas lawv ntseeg siab.

Qhov ntawd yog thaum Bergdorf Goodman's digital magic wand yuav tau txais nws qhov kev sim tiag tiag.

Saib kuj:

XAV PAUB NTAU LOS RAU FORBESNeiman Marcus 'Cultural Transformation Proves Luxury is A Relationship BusinessBy Pamela N. Danziger