What: Bergdorf Goodman launches 'New York Style' campaign featuring its fashion team and emerging designers, shot by street-style photographer Tommy Ton around its iconic store location.

Why it is important: The campaign represents a shift in luxury retail marketing, where internal teams and emerging designers become the faces of brand storytelling, creating more credible connections with customers.

Bergdorf Goodman's "New York Style" campaign marks an innovative approach to retail marketing by featuring key internal leaders including president Tracy Margolies, SVP Linda Fargo, chief merchant Yumi Shin, and chief creative officer Elle Strauss. Shot by renowned street-style photographer Tommy Ton around the store's location, the campaign also spotlights emerging designers like Aisling Camps, Stephanie Suberville, and Maria McManus alongside established brands such as Khaite, Bode, and Willy Chavarria. The initiative aims to capture the spirit of New York while celebrating the new vanguard of designers shaping street style. By combining internal expertise with emerging talent, the campaign demonstrates how luxury retail can create authentic narratives that resonate with contemporary fashion audiences.

IADS Notes: Bergdorf Goodman's decision to feature its fashion and buying teams in the "New York Style" campaign represents a significant evolution in department store marketing strategy. This approach aligns with broader industry trends identified in August 2024, where US department stores have been seeking ways to differentiate themselves through more authentic and personalized approaches.

The strategy of highlighting key executives like Tracy Margolies and Linda Fargo alongside emerging designers mirrors successful initiatives seen at Printemps Haussmann in December 2024, where the blending of internal expertise with brand curation helped create a more authentic and engaging retail narrative. This shift toward showcasing internal talent demonstrates how department stores are moving beyond traditional marketing to create more credible and locally relevant fashion authority.

Bergdorf Goodman’s latest campaign features its buying team