Dive Brief:
- In an effort to tap into pop culture, Bloomingdale’s has collaborated with Warner Bros. Discovery Global Consumer Products on the upcoming launch of “The White Lotus” x Aqua apparel collection, the company announced Monday.
- Inspired by HBO’s hit show, the collection “evokes a beachy feel” and will feature two-piece sets, dresses, swimsuits, T-shirts, joggers, hoodies, sandals and crochet totes, according to the announcement.
- The department store will release the collection online and in stores this upcoming Monday, arriving in time for the third season premiere of “The White Lotus” on Feb. 16. Bloomingdale’s will also feature a window display to coincide with the collection at its 59th Street store.
Dive Insight:
With its “The White Lotus”- inspired collection, Bloomingdale’s is building on a strategy to produce timely collaborations. Frank Berman, chief marketing officer of Bloomingdale’s, noted that the partnership is part of the retailer’s efforts to align its marketing efforts with “the most exciting moments in culture.”
Bloomingdale’s isn’t alone in its latest product offering. Banana Republic also announced a capsule collection inspired by “The White Lotus,” which will debut in March, according to a separate announcement shared with Retail Dive. The collection features “resort-ready pieces” in menswear, womenswear and accessories.
“Our heritage, rooted in travel, meets the cinematic world of The White Lotus with a thoughtfully crafted collection that is both aspirational and attainable,” Meena Anvary, head of marketing for Banana Republic, said in a statement.
For Bloomingdale’s, the collaboration reflects a broader focus at Macy’s Inc. on revamping product offerings. Sister brand Macy’s has similarly worked to strengthen its merchandising with timely partnerships and private label relaunches. Macy’s in October partnered with Disney to launch a holiday collection of apparel, accessories, toys, collectibles and beauty products featuring Disney characters. Last year, the retailer also introduced private label sleepwear brand State of Day, relaunched its private label kids brand Epic Threads and debuted a menswear brand dubbed Mode of One.
Bloomingdale’s has also been reshaping its brick-and-mortar presence in recent months. In October, Bloomingdale’s opened its fourth Bloomies location, a small-format store concept, in Shrewsbury, New Jersey. Last week, the retailer announced that it would shutter its San Francisco Centre anchor store, ending its nearly 20 years of operation, but indicated it could return to San Francisco in the future. Meanwhile, Macy’s announced its first round of 66 store closures a few weeks ago, part of a broader plan to shutter 150, including four of its own small-format locations and six of its Backstage off-price stores.
In the midst of all this, Macy’s Inc. is facing calls from investors to consider possible strategic alternatives for Bloomingdale’s and Bluemercury, though CEO Tony Spring defended the retailer’s multibrand portfolio at the NRF’s Big Show in January.
