by Ann K. Ford (Washington DC), Kiran N. Gore (New York) and Debbie Rosenbaum (Washington DC)
Social media in the retail fashion space takes many forms. For example, Bergdorf Goodman, one of America’s most well-known high-end department stores located in the heart of New York City, tweets upwards of 50 times a day providing fashion tips, insider information about brands and designers sold at the store, and details about sales, discounts and promotional offers. Although a newspaper once characterized the store as “snotty” and “imposing,” Bergdorf Goodman has started to rebrand itself as “warm and welcoming”, with its Twitter handle @bergdorfs leading the change. Perhaps the most notable aspect of this social media strategy is that the department store has effectively handed over its entire corporate identity to a single individual: Cannon Hodge, Bergdorf’s social media manager.