歐美百貨人事洗牌 推自有品多方搶財路
Western Department Stores' Innovation


新行銷手腕趨向多元,不過眼尖的讀者很容易看出換湯不換藥的手法,那就是努力跨界聯名與開發新品。在Ron Johnson還未被踢出J.C. Penney時,Ron Johnson多方囊括高價形象新品,甚至還成立特有珠寶系列The Bijoux Bar,由多位設計師品牌如Kara Ross、Kenneth Jay Lane、Lana Bramlette等,供應特殊別緻的珠寶配飾設計,售價從美金30到395元。不過泰半品牌是原在Bergdorf Goodman和Bloomingdale等百貨設櫃,對J.C. Penney消費者來說似乎有些陌生,4月18日過後才會正式與大家見面,買氣與人氣都是一大挑戰,加上Ron Johnson出局,The Bijoux Bar的特殊精品極有可能成為爛攤子。另外,英國百貨Liberty的新動作卻非從時尚精品下手,而是擴展生活居家品項,改召集新設計師和藝術家作品,從藝文攻佔版面;Kohl’s則選擇和Catherine Malandrino聯名,只是聯名梗已被玩膩,百貨業者似乎也想不出新創意,繼續這麼玩,也真只能憑運氣還有行銷宣傳後續給不給力。««

J.C. Penney將在4月下旬推出的The Bijoux Bar計畫,人氣與買氣備受考驗。

J.C. Penney將在4月下旬推出的The Bijoux Bar計畫,人氣與買氣備受考驗。

»»To take new challenge in new era, department stores aggressively transformed the whole groups from human resource management, financial support to establishing new brands. While some of the department stores stepped in online business, like Sears established online brand Shop Your Way Brands, Neiman Marcus tried to earn money from Chinese customers by holding brands collection shows.

Human resource reformed greatly in department stores too. Mike Ullman was back to J.C. Penny and Nicolas Houzé took over Galeries Laafayette management. In addition, followed the changes of the senior executives, department stores also adjusted their department sections. Galeries Lafayette added new male accessory section, including brands Balenciaga, Saint Laurent, Burberry and the other new brands. The latest strategy of increasing revenue was crossover. As J.C. Penny developed its jewelry collection called“The Bijoux Bar,”English department store Liberty collaborated with designers and artists to create its living products.««

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