Bloomingdale’s, along with many other retailers and brands, is capitalizing on the Barbie buzz by offering a pop-up shop with exclusive Barbie-inspired apparel and accessories. Located in their flagship store in New York City, shoppers can step inside a life-sized Barbie box, take pictures by a hot pink slide, and browse through a range of Barbie-themed merchandise.
More than 100 brands, including Kohl’s, Crocs, and Gap, have licensing agreements with toy maker Mattel to sell Barbie-themed fashion, beauty, accessories, and more. These items cater to adults who want to relive their childhood memories by embracing the iconic pink aesthetic of Barbie.
Bloomingdale’s has an exclusive collection of Barbie-inspired women’s clothing and accessories under its private label, Aqua. The retailer also plans to attract shoppers with Barbie-themed window displays, special events, and complimentary hair styling.
With the hope of chasing away the summer doldrums and inflation blues, retailers are incorporating Barbie merchandise to catch shoppers’ attention and encourage them to pay full price. As consumers prioritize spending on groceries and services like dining out and traveling, retailers have had to work harder and get creative to spark consumer interest.
Aldo, for example, has collaborated with Barbie to create a collection of shoes and handbags. The collection has been received positively, with some items selling out within 24 hours. Aldo’s Barbie collection is available in select Macy’s stores, Aldo stores, and online.
Similarly, Bloomingdale’s is seeing success with its Barbie merchandise, appealing to customers across generations. The retailer intentionally offers items across various price points to ensure that everyone can participate in the Barbie-inspired collection.
Barbie is not just a fleeting trend but a brand that resonates with consumers due to its nostalgic value and the anticipation surrounding the release of the “Barbie” movie. Retailers are leveraging Barbie’s recognition, nostalgia, and association with optimism to capture shoppers’ attention and boost sales.
Overall, retailers will continue to offer unique and trendy merchandise to entice consumers to spend on nonessential items. Barbie and other pop culture collaborations serve as a “life jacket” for retailers, providing a recognizable and beloved brand that shoppers are eager to engage with.