The Evergreen Shopping Experience: Why You Should Go To Bloomingdale's

(Image courtesy of Bloomberg via Getty Images. Photographer: Victor J. Blue.)

In the department store world, Darwinism lives on the various floors of shopping malls, e-commerce platforms, and social media channels. You don't have the luxury of millions of years to evolve like a Galápagos finch. You only have milliseconds for the person you are talking to develop from a potential buyer to a confirmed customer. As soon as you hand the shopper their receipt and wish them a great day, you know you helped the organism (business) stay alive.

(Image courtesy of Getty. Photographer: Chris Hondros.)

But how can you provide high-quality products while staying relevant to multi-generational stakeholders? Bloomingdale's answers this question every day. This retail institution applies its brand values to every facet of the business. Consequently, Bloomingdale's product selection and customer service welcome shoppers into the world of high fashion and high-quality products. I spoke with Marissa Galante-Frank, Fashion Director of Accessories + Beauty at Bloomingdale's, to learn more about the company.

(Image courtesy of Getty Images. Photographer: Jade Tillman Belmes. The image depicts Marissa Galante Frank during February 2024 New York Fashion Week.)

1. What is your role?

My role focuses on the product life cycle. I guide the customer through every step of the purchasing flow. Before the product enters the life cycle, my team specializes in trend forecasting, product ideation, and product selection. To accomplish this task, I attend European and American fashion weeks and market appointments to set the company's trends.

(Image courtesy of Andrea Edelman/ VOGUE.)

Before products enter our inventory, my team and I go to market appointments. At a market appointment, we peruse the product selection to determine whether the inventory matches our trend forecasting and customers' wishes. Bloomingdale's is a retailer with a private label and also carries name brands. When deciding which product to sell in our stores, we ensure our assortment (for both our private label and brand carriers) addresses our customer's needs.

(Image courtesy of Alec Kugler.)

Once a product joins our inventory, I work with the marketing team to optimize how a product is best presented to our shoppers via organic marketing efforts. I help both teams decide if a physical venue (i.e., in-store event, pop-up, or Designer Q&A) or online platform (such as a social media campaign or email blast) would be the ideal way to introduce a new offering.

(Image courtesy of Bloomingdale's.)

2. Why should someone shop at Bloomingdale's?

Bloomingdale's is a store for everyone. We guide and inspire our customers by helping them embrace their personal style.

(Image courtesy of Bloomingdale's.)

"We view Style as a source of creative energy. When someone goes shopping, they want to embody this energy by having a fun experience." - Marissa Galante-Frank

(Image courtesy of Imax Tree.)

3. How has Bloomingdale's evolved since its founding?

Bloomingdale's bridges the gap between pop culture and fashion. We value our customers' wants and needs by listening closely to their concerns and creating collaborations with innovative, high-quality companies. With this in mind, each season, we update our product offerings. We keep an open mind to finding curated products that elevate our customers' lives.

(Images courtesy of Bloomingdale's.)

Bloomingdale's has multiple departments, from adult fashion and home supplies to beauty, children, and accessories. In each department, we want our customers to feel confident in their purchases. For example, we added a new category to our online platform: kids' bicycles. These bikes mirror our brand promise by offering an elevated and curated selection. When someone purchases a children's bicycle, we know they would be proud to gift it to someone special.

(Image courtesy of Bloomingdale's.)

4. How does Bloomingdale's incorporate its mission and vision into its products and services?

At Bloomingdale's, the customer is at the epicenter of every decision. The team always thinks about what's going on in our customers' lives. We want to engage with their current wants, needs, and key moments. For annual events like Mother's Day, we create pop-ups to help customers find the perfect gift for someone. When celebrating a life event, shoppers can create a wedding registry in-store and online.

(Image courtesy Getty Images. Photographer Rachel Murray took this image for Bloomingdale's Century City's Peanut "In Her Shoes" panel discussion.)

5. How does Bloomingdale's decide what products to sell?

No matter what product category, we approach buying by defining our customers' wants and needs. Our ethos is aspirational and approachable. For example, when determining product selection for our beauty department, we ask the following questions: Does a potential product feel fresh or classic? Would this product become a key part of someone's cosmetic bag? With these questions in mind, we want our customer to feel every product brings a benefit to their life.

(Image courtesy of Bloomingdale's.)

6. What investment piece should customers purchase?

There are a few ways of answering this question. The first is to view an investment purchase as entirely dependent on a customer's specific needs. For example, if someone works remotely, they would want to invest in a great desk or chair. If someone worked as a young professional in the fashion space, an excellent investment piece would be a timeless leather tote.

(Image courtesy of Bloomingdale's.)

The second approach to this question is understanding the emotional connection to an investment piece.  Each time you buy an investment piece, the product links you to that moment of your life. I remember in the early moments of my career, I finally invested in black pumps. I recall how I felt when I tried them on and ended up purchasing them. I still have those shoes. Each time I see them I am brought back to that day.

(Video courtesy of Bloomingdale's.)

7. What is the future of Bloomingdale's?

Bloomingdales will continue to be a customer-centric company that evolves to fit our customers' wants and needs.

(Image courtesy of Bloomingdale's.)