Vying for new shoppers, Bloomingdale’s joins Barbiecore boom
As “Barbie,” the live-action movie based on the Mattel doll releases next month, dozens of brands, such as Xbox, Airbnb, and Moon Oral Beauty, have released merchandise to capitalize on Barbie’s moment. With its new contract with Mattel, Bloomingdale’s is joining the Barbiecore boom.
The department store created an online and in-store pop-up shop on 59th Street in NYC featuring an exclusive Barbie collaboration with the retailer’s Aqua clothing brand, window displays, and a beauty-styling studio. The store chain announced the collaboration on June 20 and the Instagram video gained 15,000 viewers the day after it was published, according to the analytical platform Hootsuite; it currently has over 48,000 viewers.
Bloomingdale’s intends to drive traffic to its retail location while also driving social media engagement with its pop-up experience by resharing Instagram stories from people who have visited the store. For this reason, Bloomingdale’s is keen to acquire new customers who have never been to Bloomingdale’s before, according to Frank Berman, CMO of Bloomingdale’s. The financial agreement between the brands was not disclosed.
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Source:: Digiday
