From Bloomingdale’s to Galeries Lafayette, the International Association of Department Stores (IADS) has mapped out how department stores are using this smart mix of brands.
Innovation Without Confusion
According to IADS, department stores want to innovate without customers losing their way. Some brands attract attention with something new, while others provide a sense of familiarity and trust. “Stores are most successful when they bring something new within a familiar environment,” says IADS.
At Bloomingdale’s, colorful brands like Farm Rio and Alémais are combined with classics such as Polo Ralph Lauren. Online and physical stores are also arranged differently: online, for example, you’ll find fast fashion, while the stores feature specially designed spaces where younger and established brands are presented together.
In Ukraine, the department store Tsum Kyiv focuses on luxury brands to attract loyal customers. At the same time, it introduces new brands such as Guest in Residence, a cheerful cashmere label. The striking visual style and good timing (in spring) led to a successful launch. Additionally, an entire floor is dedicated to Ukrainian designers.
The Danish Magasin du Nord also observes that customers are more open to new brands when they are presented alongside familiar names. This helps build trust in unfamiliar labels.
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Source: FashionUnited
