Como uma lenda do varejo de luxo tenta se reinventar

A Bergdorf Goodman, na Quinta Avenida, é uma das lojas de departamento mais luxuosas dos Estados Unidos. A marca quer recuperar a experiência de compras que atraiu celebridades, socialites e membros da realeza.

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O catálogo inclui botas Saint Laurent de US$ 1.500, bolsas Bottega Veneta de US$ 2.600 e uma jaqueta Prada de US$ 24 mil. No luxo, a experiência de compra precisa acompanhar o preço.

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Atendimento sob medida

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Os 40 vendedores de melhor desempenho respondem por cerca de US$ 200 milhões em vendas anuais. Isso equivale a uma média de US$ 5 milhões por vendedor.

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A Bergdorf Goodman enfrentou dificuldades após passar por diferentes controladores. Problemas financeiros da antiga controladora prejudicaram pagamentos a fornecedores e comprometeram a disponibilidade de produtos.

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A nova gestão quer reconstruir relações com fornecedores e fortalecer o atendimento personalizado. Metade das vendas vem de clientes que gastam mais de US$ 10 mil por ano na loja.

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👉 Entenda os desafios e os planos da empresa no InfoMoney.

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