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* The president discusses the heightened relevance of a first-rate personal shopping experience in a world impacted by COVID-19.
At Bergdorf Goodman, they're not called personal shoppers. They're "personal stylists."
It's indicative of how the luxury emporium seeks to differentiate, present an air of exclusivity, and how by-appointment shopping is as essential as ever if Bergdorf's is to recover lost business stemming from the pandemic and the bankruptcy of its parent corporation, the Neiman Marcus Group.
Below, Bergdorf Goodman president Darcy Penick discusses BG's by-appointment strategy, its heightened relevance in a world impacted by COVID-19 and how it provides a first-rate personal shopping experience. The service began last week with phase two of the restart of New York City's economy.
WWD: How many appointments can BG women's and men's stores handle at any one time?
Darcy Penick: Because we want the client experience to be luxurious, all appointments are with a sales associate one-on-one, and we are managing the amount by day and by the hour, so we provide the best and safest environment for both our employees and our customers. With 11 floors between our two buildings, it's manageable for us to strike the right balance and gives us ample space for appointments...