What: The new Bloomie’s store starts attracting Gen Z customers.

Why it is important: It is all about test & learn process and careful expansion, instead of new stores rollout plan.

Bloomingdales has launched its new 2,200 sqm format Bloomie’s in Virginia at the end of summer 2021. Unlike Nordstrom local, which is purely a service hub, Bloomie’s aims at mixing services with a very strict curation of products due to its size. We already reported the 3 points of differentiation of the format:

• Multitasking sales force,
• Multiactivity cash and service desk,
• Ability to easily connect with larger stores to perform sales by distance.

The ability to effectively curate the merchandise and show the sales staff what will be received is enabled by a specific usage of a fashion platform, NuOrder, normally used for wholesale ordering.

Since the store opened its doors, it seems to appeal to Gen Z customers and to get traction in casual wear (especially denim), active wear and fine jewellery.

How Bloomingdale’s is targeting younger customers with boutique Bloomie's