The position of retail is changing with today’s digital society. Millennial shopping habits are curving how stores market themselves and is increasing the opportunities to use different shopping platforms to get consumers to buy.  Bloomingdale’s was once “Like No Other Store in the World,” but over the years their sales have declined due to the new generation of shopping behaviors. The values of the customer has changed and brick and mortar is no longer the dominant method to purchase a garment. The new consumer wants an experience and instant gratification that is personalized, but still cares about the environment and the social issues that brand stands behind.

 

 

Our objective was to re-imagine the Bloomingdale’s shopping experience. Then, create deliverables that would amplify and showcase its new platform.

 

 

From researching Bloomingdale's previous history, the current state of retail, and future retail predictions: my group and I decided our target audience would be Millennials. Still not wanting to lose its current following we wanted to create a compelling way to make the experience special for both age groups. During the ideation process we also agreed that we wanted to bring back the energy and flamboyance of Bloomingdale's prime, during the 1960’s and 1970’s.

To achieve this goal we recreated the entire experience of “Bloomingdale’s,” where technology would be an aid in this new intimate social experience.  We started by renaming the store, “Bloomie’s,” and giving it a face-lift, eliminating some of the various luxury brands and introducing new designers, giving the consumer the treasure hunt (the ability to find something no one else can get) and introducing more customer exclusivity. To further the idea of the socially intimate experience we also, introduced “The Basement.” Which would be a place for the store’s highest social media trendsetter members to network and connect with the biggest socialites in the nation. It would be a place of aspirations and get the regular customer to get more involved with the store and brand.

 

 

To launch these new improvements we developed the campaign, “Be Social,” which would encourage the customer to share experiences with those in the store and on social media. Within this campaign we created interactive advertisements, launched a new Pinterest like website and a more interactive store application. We also showcased some of the new technologies that would aid in the new store experience.

 

 

My participation in this project comes in many forms. I participated in research, strategy, brainstorming and ideation.  I contributed to the name of the campaign and some of the physical deliverables presented in the final production. I also designed the floor-plans, produced the invitation box to “The Basement” and the Souvenir bag.