Whistles launches in US with Bloomingdale's

Upmarket high street retailer Whistles has launched in America this week after signing a partnership with department store Bloomingdale’s. The fashion chain’s first US shop-in-shop opened on the second floor of the Bloomingdale’s flagship on New York’s 59th Street and has been designed to reflect

the feel of the brand’s London flagship on Dover Street and features the brand’s womenswear collections. This concession will complement the brands website, which currently ships to the United States.

“We’ve

set ourselves up to be incredibly responsive [in Bloomingdale’s],” Whistles chief executive Jane Shepherdson told Business of Fashion. “So if a certain part of the range sells very well, we’ll put back on what’s not selling and replace it with pieces we think will sell. The learning curve is so steep [in the US] that we need to be in total control of our business there.”

Shepherdson added: “We really felt that Bloomingdale’s would give us a really good exposure to the biggest number of customers in Manhattan. There are other department stores in Manhattan, but none of them really achieve the footfall that Bloomingdale’s do.”

The expansion is part of a broader expansion strategy that has seen Whistles enter markets in partnership with a number of premium department stores in France, Germany, Russia and China. This international presence will also be increased in France this summer when the fashion retailer adds department store BHV to its supply list to join Printemps. The brand also has plans to launch a French-language website to capitalise on the demand for its collections.

Whistles debuts first video campaign to celebrate US opening

Another first for the premium high street retailer is the launch of its first video campaign. The fashion brand has tapped Garance Doré to direct the short video called #BellesAndWhistles as part of its strategy to celebrate its expansion into the US and within France.

The video debut exclusive on Style.com and on the brand’s Instagram account features Yasmin Sewell and Elle Strauss, who dance, whistle and clap while wearing the Spring/Summer 2014 collection to showcase who the ‘Whistle woman is’ – apparently independent, quietly brilliant, relaxed, discerning, elegant, intelligent, sharp, and stylish.

Commenting on the women featured in the video, Doré told Style.com: “We looked for women who would be willing to open up in front of the camera and show their personal style. I wanted it to be extremely natural, like all of my videos.

“It’s about celebrating their personalities. The Whistles girl is not afraid to be herself. She’s the type of girl who will wear a beautiful dress, but will wear it with flats!”

Image and Video: Whistles