One of my FOF friends was a saleswoman at Bergdorf Goodman. She was a great saleswoman. She was dismissed last year, along with many others, because Bergdorf’s sales were awful. I assume they’re still bad because the store is pretty empty whenever I stroll through.
Nevertheless, Bergdorf Goodman has never stopped buying full-page ads in The New York Times, the Sunday edition, no less. These ads cost beaucoup bucks, but have modest influence over customers since hardly anyone gets their news from newspapers anymore. So they’re surely not looking at the ads. And even if they’re looking, they’re not buying.
Bergdorf’s probably gets its vendors to pay for the ads anyway, since department stores notoriously love to spend their vendors’ money. Unfortunately, many of its suppliers aren’t doing too well, either; less well when they have to shell out for ads no one sees.
Now you know why department store apparel is so expensive. It’s not necessarily because it’s well made.