Bergdorf Encourages Multichannel Interaction With Fall Catalog Touchpoints
September 2nd, 2011 
admin September, 2011 – This Luxury Daily article features AARC research on how the tactile quality of a catalogue can contribute to an image of luxury (http://www.luxurydaily.com/bergdorf-encourages-multichannel-interaction-with-catalog-touchpoints/).
By Rachel Lamb
Department store Bergdorf Goodman is coaxing consumers to its blog, mobile site, store and Web site using touchpoints in its Fall collections catalog.
The retailer is implementing calls-to-action to its blog, 5th/58th, via bar codes while also drawing consumers in-store to check out the season’s newest looks. The catalog is double-sided and includes editorial, interviews and analyses on Fall fashion.
“The importance of catalogues varies according to the product,” said Ron Kurtz, president of American Affluence Research Center, Atlanta.
“The tactile quality of a catalogue, based on page size and paper quality, can contribute to an image of luxury,” he said. “The color and size of the product image can enhance the perception of luxury.
“Some products may require extended text, best provided in hard copy, to explain or describe important features of the product.”
Mr. Kurtz is not affiliated with Bergdorf, but offered to comment as an industry expert.
Bergdorf was not able to provide comment by press deadline.
Direct male
The Fall 2011 Bergdorf catalog is double-sided, with one section dedicated to editorial, advertisements and looks for women, while the flip-side is for men.
The men’s side boasts ads from Ralph Lauren Black Label, Hermes and Paul Smith.
Bergdorf editors analyze their favorite looks from the runways. This season, it is twists on classic tailoring, rugged looks and urban outfits that can be worn anywhere from the office to the stadium.
Looks from luxury brands are expanded in four sections throughout the men’s side of the catalog.
The catalog also details seasonal surprises and new additions to the store, such as Jimmy Choo shoes for men, hipster hybrids and British biker looks.
The women’s side of the Bergdorf catalog is a little longer and incorporates more multichannel touchpoints.
Ads for this section include Lauren by Ralph Lauren, Hermes, Tom Ford and La Mer.
Where the men’s side is straight-forward and matter-of-fact, the women’s editorial and analyses are slightly more conversational and in-depth.
Bergdorf creative director Linda Fargo gives insight into the hottest trends for women this season, including coats, fur and ultra-glamour.
The catalog has editorial such as an interview with designer Tom Ford who discusses his new lines, surprises from Fall’s collections and beauty trends.
Bergdorf Buzz also takes up a considerable section, where consumers can scan QR codes that take them to sections on the retailer’s blog, 5th/58th.
The buzz touches on social media campaigns such as Faces of 5F (see story), Bergdorf’s shoe-centric mobile application and beauty news. These sections are all linked to mobile or online counterparts.
What’s in-store
With the overwhelming amount of digital media, some younger consumers are ignoring traditional advertising such as catalogs, print ads and mail.
However, social media and online images cannot hold a candle to the textures, detail and overall luxury that is displayed through printed pages.
“Each [print and digital] could be designed to lead the prospect to the other for information best provided through that medium,” Mr. Kurtz said.
“For example, if the product lends itself to display with sound and motion, the prospect might be directed to a video available through a digital medium,” he said.
For instance, other retailers such as Barneys New York, Bloomingdale’s and Neiman Marcus are using QR codes in newspaper ads, magazine ads and mail to engage consumers and drive in-store or mobile traffic (see story).
Retailers must find a way to combine traditional and modern marketing techniques to freshen up old-world marketing without leaving them behind.
“Catalogues can help the consumer to have a better understanding of colors, textures and scale than what is normally achieved in digital advertising, especially if being viewed on a small screen or mobile device,” Mr. Kurtz said.
“The same is true where extended text is helpful,” he said.