Bloomingdale's checks in with The Ritz-Carlton
Hotel Bloomingdale's runs September 10 to October 19 with 55 brands, 14 of them new to the store, and a capsule called "Late Checkout."
Bloomingdale's is running a hotel. From September 10 through October 19, "Hotel Bloomingdale's" stages the store as a stay, in collaboration with The Ritz-Carlton. The program features 55 brands, 14 of them new to Bloomingdale's, and a capsule called "Late Checkout," according to The Zoe Report.
The hotel frame gives a department store what department stores keep chasing: a reason to wander. A hotel is a place you linger, and lingering is the behavior a store wants. Borrowing the Ritz-Carlton's hospitality codes lends the aisles some of that mood, and the 14 new brands give regulars something to discover.
The "Late Checkout" name is a nice piece of copy. It promises the one thing a shopper never gets in a store, which is more time.
Six weeks is long enough to test whether the mood turns into sales and short enough to end before it goes stale. The number to watch is how many of the 14 new labels earn a permanent spot after everyone checks out.
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Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
