• Mission Statement:– Our mission is to be the leading specialty

retailer of fine merchandise to discerning, fashion-conscious consumers from around the world. We will strive to exceed customer expectations for service, quality and value as we build upon our longstanding tradition of excellence.

History of Bergdorf Goodman

•Edwin Goodman worked for Herman Bergdorf in his tailoring business before buying the business from Bergdorf in 1906

•In 1914, Bergdorf became the first couturier to present ready-to-wear items, making the store a hot spot for premier French and American fashion

•In 1928, the store moved to its present location, the former site of the Cornelius Vanderbilt mansion

•In 1987, Bergdorf Goodman was united with Neiman Marcus and Neiman Marcus Direct to form the Neiman Marcus Group

•In 1990, the Men’s store opened for business directly across the street at 745 Fifth Avenue

•In 1999, the Beauty level opened below the main floor with 15,000 sq. feet containing eight spa rooms, skincare consultations and treatments, and Goodman’s café which serves lunch and afternoon tea.

•In the Fall of 2004, Bergdorf Goodman goes online at BergdorfGoodman.com

• Target Market:– High-end fashion conscious consumers– Mainly women

“Neiman Marcus serves the country, while Bergdorf Goodman serves New York.” – Burt Tansky, Chief Executive

Neiman Marcus Group

Target Customer• Extremely affluent customer

looking for haute couture and exclusive designers: those that “seek the best”

• Primarily upscale female shoppers residing in or visiting the Manhattan area

• “Wives and daughters of captains of industry and Wallstreet rainmakers”

• Competitors

• Online Catalog• Items & Prices:

$210-$4310

$180-$1425

$98-$495

$1095-$3050

Location• Store Address:

754 Fifth AvenueNew York, NY 10019

• The Men’s store is located directly across the street on Fifth Avenue

• The main store includes 9 stories of luxurious goods and services

• BG’s merchandise can also be purchased through Bergdorf Goodman Direct- the catalog and through their website

• The stores 5th Avenue neighbors include Tiffany & Co., Louis Vuitton, and the Plaza Hotel

• Gross sales area :- 316,000 sq.feet

• Ready to wear

• Designer collection

• Shoes

• Handbags

• Jewelry and Accessories

• Swim

• Lingerie

Product :-

“We Carry the Best of the Best”

NapaGaufreBowler

$2,520

Advanced Marine Biology

Cream

$175

London Blue Topaz "Jude" Ring

$2,360

Faille Dress

$3,950

READY-TO-WEAR•3.1 PHILLIP LIM•7 FOR ALL MANKIND•10 CROSBY DEREK LAM•ADAM•AG ADRIANO GOLDSCHMIED•ALC•ALEXANDER WANG

DENIM•7 FOR ALL MANKIND•CITIZENS OF HUMANITY•CURRENT/ELLIOTT•HUDSON•J BRAND JEANS•MOTHER DENIM•PAIGE PREMIUM DENIM

SHOES & HANDBAGS•ALBERTO FERMANI•ALEXANDER WANG•BELLE BY SIGERSON•DIANE VON FURSTENBERG•ELIZABETH AND JAMES•HUNTER BOOTS•KATE SPADE NEW YORK•LOEFFLER RANDALL•MARC •OLIVIA HARRIS

JEWELRY & ACCESSORIES•AMY ZERNER•DANNIJO•EDDIE BORGO•ELIE TAHARI•ELIZABETH AND JAMES•GILES & BROTHER

LINGERIE•BEDHEAD•CHANTELLE•COMMANDO•COSABELLA•DONNA KARAN•FASHION FORMS

BG Designers*Many of these labels have their own separate collections within the retail space

“Neiman’s Richer Sister”Specialty services emphasize the upscale merchandise and

atmosphere that begets 5th Avenue. These services include:

• A 15,000 square foot full-service spa – Facials, Color Services, Eyebrow Design, Manicures, Make-up

Application and lessons, Updos• Extensive complimentary personal shopping services (by

appointment only) including– Bridal consultation– Fitting and tailoring– Assistance via the telephone or email– Gift selection – Separate personal shopping services for the Women’s and Men’s stores– Ability to reserve pieces from upcoming preview and trunk shows– Personalized or handmade clothing pieces

• Optical services– Includes prescription lenses, custom tinting and shading

“There’s only one Bergdorf Goodman – and it deals only in the

swankiest”• Bergdorf Goodman enjoys 32 % of

total sales for the Neiman Marcus group

• Sales experienced a 12.7% increase in 2011

• Annual sales average more than $1,500/ sq. ft.

• One of only 4 locations in the United States allowed to sell French luggage

• No pressure to expand- their positioning centers on its exclusivity

• No other retail establishment offers such a plush mix of merchandise under one roof

Promotional activities

Ad campaign Season: 2010 F/W - Fall Winter

Models :- Karlie KlossIselin Steiro

Ad campaign

Models :-Karlie KlossKatrin ThormannIselin Steiro

Season: 2011F/W - Fall Winter

“It’s a Retreat For Our Clientele.”

• Bergdorf Goodman Competes With…– Specialty boutiques, Saks 5th Avenue,

Bloomingdales, Nordstrom, Barney’s

• BG could improve by…– Even better customer service (Nordstrom rated

higher on the Luxury Institute’s customer experience index)

– Knowing their customers better

• One good thing they’re doing…– 5F brand: appeals to the market of younger women– "We have plenty of 15-year-olds buying Prada.” –

Linda Fargo, Bergdorf's fashion director and senior vice president

King David Hoey, Bergdorf Goodman’s window displays master, surveying his empire.

2005 (taking flight )

2006 (Egyptian Valance)

Its strange :- Brand have spent more than 46million for Window display in last 16 year for renovating brand

2007 (Hands down)

Its strange :- brand has 18 windows

2008 (Death defying )Its Strange :-12 of them are 20 feet high while general its 9 feet

2009 (Butterfly)

Its strange :-Average cost of window display is $1000/ sq.feet

2010()

VISUALS OF THE WINDOW