From their Facebook model search to a design-your-own-Fendi-bag initiative, Bergdorf Goodman has been gracefully burnishing their iconic department store image via social media and the Web for a while now. The store even has a presence on Weibo, China’s answer to Twitter. But since the Internet never stops, Bergdorf’s has to keep a flow of new enterprises going.
So, what’s coming up? Well:
- For the 111th store anniversary, the 5th/58th blog will be getting revamped, with a push toward increased reader engagement.
- Fans on Facebook will be able to access exclusive 111th anniversary items a week early.
- Video content! An anniversary short will air on YouTube, Facebook, the blog, and of course, bergdorfgoodman.com.
- A plethora of Fashion’s Night Out activities will double as an in-store birthday party on September 6th.
With a plethora of oft-updated, perfectly coordinated online doings at any given time, it’s almost easy to forget that Bergdorf’s is a single-location retailer. And that’s the best trick, isn’t it? Venerable though the store may be, it relies on its digital presence to keep that particular image appropriately front and center for consumers. And with a well-integrated plan across so many online venues, the store has become a model for other luxury retailers’ web presences. We’ll definitely be looking forward to seeing what they do with the blog and new video content come fall.