Bloomingdale’s CEO on the future of American department stores

What: Olivier Bron explains in an interview how department stores do not have to reinvent themselves to survive.

Why it is important: Since joining as CEO of Bloomingdale's last year, Olivier Bron has implemented a growth strategy focussed on updating stores and customising them to their specific markets while investing in vendor relationships.

Bron’s strategy is rooted in winning back the favour of fashion brands that have grown wary of wholesale, as well as making changes that will resonate with Bloomingdale’s’ particular demographic - younger shoppers that prefer a less formal experience. The retailer will continue investing in brand-specific activations while creating and facilitating new collaborations. Bloomingdale’s is also looking to make major alterations in its 59th street Manhattan flagship, including expanding the luxury footprint, building new shop-in-shops and revamping its design shoe section. Bron believes that despite its lengthy nature, this project will help set the chain up for success for years to come.