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Bloomingdale’s CEO on the Future of American Department Stores

In an interview, Olivier Bron explains how the ailing format doesn’t have to reinvent itself to survive. But retailers do need to give customers a more exciting experience, and be better partners to brands.
Bloomingdale's “From Italy With Love" campaign involves multiple concurrent in-store events, participation from more than 150 brand partners, an intensive store makeover and exclusive product launches.
Bloomingdale's “From Italy With Love" campaign involves multiple concurrent in-store events, participation from more than 150 brand partners, an intensive store makeover and exclusive product launches. (Matthew Carasella)

About a year into his tenure as Bloomingdale’s chief executive, Olivier Bron knows what’s ailing American department stores: too much focus on financial returns, and not enough on shoppers.

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Further Reading

Can Department Stores Save Themselves? | The Debrief

BoF Senior Correspondent Sheena Butler-Young and Retail Editor Cathleen Chen discuss the ongoing struggle of American department stores to remain relevant and what lessons they might learn from their European counterparts.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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