This was interesting. It's another chapter in testament that streetwear is taking over. Wag the dog.
Is Bergdorf Goodman Ready for Hypebeasts?
On a recent Sunday afternoon on the ground floor of the Bergdorf Goodmanmen’s store in Manhattan, a woman and her adult son browsed a display of Brunello Cucinelli cashmere sweaters, each priced at over $1,000. Up one set of stairs, a man asked a sales clerk for help selecting a formal, white tuxedo shirt. And on the third level, two male shoppers flicked through a rack of nylon Kithwindbreakers and discussed which to wear to an upcoming Drake concert.
If Drizzy’s two fanboys seem out of place at Bergdorf Goodman—the Fifth Avenue institution that has served Upper East Side housewives without credit limits, Russian one percenters, and anyone who can be counted among “the most discerning clientele in the world” since it was founded in 1899—a glance around the store will tell you that times are changing. On that same Sunday, there were noticeably fewer shoppers in Chanel tweed than Off-White stripes. But can a store known for lavish private shopping suites also serve young consumers snatching up $45 limited edition T-shirts? Can the hypebeasts coexist alongside the ladies who lunch?
“Bergdorf is doing what all of the other department stores are doing right now, which is making a bid to stay relevant,” says Tiffany Yannetta, shopping director at Racked.com. “There is that reputation of being stuffy, a little old, a little grandiose. They’re trying to grab that younger consumer to show that they’re with it. It could be as simple as buyers saying, ‘We gotta get our hands on Kith, because the kids want Kith!’”
http://uk.complex.com/style/2016/10/...ith-fenty-puma
Is Bergdorf Goodman Ready for Hypebeasts?
On a recent Sunday afternoon on the ground floor of the Bergdorf Goodmanmen’s store in Manhattan, a woman and her adult son browsed a display of Brunello Cucinelli cashmere sweaters, each priced at over $1,000. Up one set of stairs, a man asked a sales clerk for help selecting a formal, white tuxedo shirt. And on the third level, two male shoppers flicked through a rack of nylon Kithwindbreakers and discussed which to wear to an upcoming Drake concert.
If Drizzy’s two fanboys seem out of place at Bergdorf Goodman—the Fifth Avenue institution that has served Upper East Side housewives without credit limits, Russian one percenters, and anyone who can be counted among “the most discerning clientele in the world” since it was founded in 1899—a glance around the store will tell you that times are changing. On that same Sunday, there were noticeably fewer shoppers in Chanel tweed than Off-White stripes. But can a store known for lavish private shopping suites also serve young consumers snatching up $45 limited edition T-shirts? Can the hypebeasts coexist alongside the ladies who lunch?
“Bergdorf is doing what all of the other department stores are doing right now, which is making a bid to stay relevant,” says Tiffany Yannetta, shopping director at Racked.com. “There is that reputation of being stuffy, a little old, a little grandiose. They’re trying to grab that younger consumer to show that they’re with it. It could be as simple as buyers saying, ‘We gotta get our hands on Kith, because the kids want Kith!’”
http://uk.complex.com/style/2016/10/...ith-fenty-puma
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