Gone is the ’80s-style, compartmentalized floor plan. In its place, customers find spaces that intuitively lead to others. One good example is the way the contemporary clothing area seamlessly blends into the shoes-and-bags salon. That, in turn, flows into the accessories area, and soon, into new enticements like the café, opening first quarter of 2002, and a new hair salon. Rustan’s will also be offering personal shoppers. Rustan’s proves that it knows – better than anyone does – what women shop for and how they go about it.
But the most revolutionary change isn’t the thinking behind the floor’s layout. It’s the clothes that hang from its racks. The new collections are noticeably younger and bolder, from contemporary American and European designers.
Names like BCBG, Cynthia Steffe, Tahari, Bisou Bisou, Caramelo and Laundry bring a caffeine jolt to Rustan’s offerings. Their extremely wearable designs are styled with European sophistication and laced with a distinctly American spirit.
Women who seek more refinement can find it in Bazar de Christian Lacroix, Diane von Furstenberg, ABS, Tessuto and Mica. These collections are filled with playful prints, luxurious fabrics and strong clean lines.
Of course, Rustan’s realizes that even fashionistas have to kick back their stilettos and relax. That’s why they’ve brought in the casual work clothes and weekend wear of Juicy Couture, Whistles, Easel, ABS by Allen Schwartz, Spaghetti & Co. and Jill.
And for all the Carrie Bradshaws out there, Rustan’s unveils a new collection of imported and local footwear and bags from the likes of Fendi, Marc by Marc Jacobs, Nina Ricci, BCBG, Di Sandro, Coccinelle, Francesco Biasia, Rodo, Bisou Bisou, Beverly Feldman, Magrit, Barbara, The Sak, Lesportsac, Pura Lopez, Rebecca Sanver and Aerosoles. There are strappy sandals, classic pumps, evening stilettos, boots and loafers.
A makeover on this grand scale isn’t skin deep. From top to toe, the changes reflect the new attitude of the Rustan’s Ladies Division. Customers can feel it in the clothes. They can sense it in the intuitive space planning. They can see it in the insightful visual merchandising. They can read it in the stylish new ad campaign.
It’s the year 2001, and Rustan’s has never been more accessible, more assertive, more empowered, more creative and more attuned to the New Woman. This grande dame is still the hottest babe in town.