Rula Zaidan, Marketing Manager of Bloomingdale’s, takes us behind the scenes of the Bloomingdale’s “New York, New York” themed Fall/Winter 2011 catwalk at The Dubai Mall. We speak to her about the show, the latest fashions and her secrets to success.
What is the concept of the fashion show?
It is derived from the “New York, New York” campaign. If you visit Bloomingdale’s, you will see different pop up stores we have created which are based on the streets of New York. There is Park Avenue, Soho and basically areas from uptown to midtown to downtown. The fashion show itself is a sequence of 4 stories. The first story is Soho, so the styling is very casual and hip and then it takes you to times square where the style is a little smarter but still funky. It then goes to Broadway which is very theatrical with nice suits, hats and theatrical elements. Finally you get to Park Avenue which includes chic gowns and very elegant looks.
Which brands are showing today?
Which brands are not! When we started the campaign we wanted as many American brands producing and designing at least a piece for the fashion show itself. Each item has a “New York New York” label exclusive to Bloomingdale’s which are only available and designed for the campaign. We tried to push the brands that supported us from the beginning. We have exclusive pieces of 48 brands such as Donna Karen, Diane Von Furstenberg, Tory Burch, Moschino, Phillip Lim and Theory; all of which are very New York.
How do you see the trends for Fall 2011?
This fall collection includes all the trends from the last year or so. You still have color blocking, red is very strong; electric blue is everywhere. The pencil skirt is a must have for the fall/winter, if you don’t have your pencil skirt go get one. Embellishment and sequins are still everywhere. Python is very big on animal print. This season is very chic. Last winter was very structured and masculine whereas this season is more feminine.
What is your model casting criteria?
Bloomingdale’s customer is a young customer who is happy, playful and full of life. In order to get a model to represent Bloomingdales, the model has to be full of life, happy but at the same time glamorous and beautiful. When we do the casting it is not only the walk and the look but there is a certain personality we require. If they don’t have this personality then they won’t fit the clothes or music we are going to use. Bloomingdale’s is full of character and the model has to represent that.
Do you plan rehearsals in advance?
If you organize a fashion show at The Dubai Mall you’ll find that it is a very challenging location.
The set up starts at midnight and ends at 7 am. Our rehearsals begin at 7 am and finish at 9 am the same day, so we only have two hours for rehearsals which include the model catwalk, music, lighting and entertainment.
As we only have one physical rehearsal the day of the show, we are obliged to plan in detail before then. We meet with the model managers; the choreographer and the DJ and we discuss and agree on the theme, the looks, the models etc…. When this is done we send all the information to the models so they can prepare before the rehearsal.
Now all that is left is hair & make up and we try our luck!
How did the rehearsals go this morning?
It wasn’t easy…. !
What is the cost of such an operation?
This fashion show wasn’t that costly because it’s at The Dubai Mall. Having said that we have high operational costs for the audience chairs, they were all laminated and branded, as well as lighting and the production of the skyline of New York on the sides of the catwalk. $100,000 is a fair estimate. To measure the success of our event, we have a concept called “B” money, where guests are given a voucher to spend at the store up to 3 days after the event. This way the marketing team can track how effective the event was.
Who is in your audience today? Who are your VIPS?
We have the Amber loyalty program and we can track who spends what, where. When we invite our customers we start by Tiers. We see which customers have spent in the last 3 months and which people we are willing to have. We do invite media to cover our events as well as our partners. Of course we make sure to invite our Bloomingdale’s customers who are the fashionistas and the socialites.
How would you describe your personal style?
My personal style changes every day. I don’t have a simple style. I like colors, I like statements, I like to experiment. I love my accessories; I can’t leave home without having bracelets and earrings.
Sometimes I feel like a fashion victim because I’m in the fashion business. When you attend fashion week in Milan and New York you see people wearing crazy things and they look good, so it encourages me even more.
What will be your fashion purchase for this Fall?
Done! I bought a Moschino tweed pink jacket and Alexander McQueen shoes, with a skull and stones.
When it’s all over, how do you relax?
It’s never over, and I don’t relax because I don’t know how to relax. 15 years ago when I started my career I knew that I would never relax, that I cannot relax. I love it because I don’t relax and when I relax I feel that there is something wrong and I’m not giving my job 100%.
The quality time with my daughters and my family, this is how I relax.
You are married and have 3 gorgeous daughters and a very demanding career. How do you maintain that work/ life balance so well while constantly smiling? What’s your secret?
I just love my life. I enjoy it. I am a very positive person! Whatever happens is history, I don’t whine about things. I’ve dealt with so many things that I’ve learnt to be patient, and I learnt how to be positive about the worst things in my life. The smallest success or the smallest positive thing can change my mood instantly. If a disaster happens and I meet a friend, I just forget about the whole thing. When I meet my kids the rest of the day is done, I don’t think about what happened at work. I don’t take anything personally. If you ever take anything personal at work, then you will never progress because you will focus on that incident rather than on your work.
I also have a great husband who is so understanding. I wouldn’t have ever gotten here without him, he understands my ambition and he just wants to see me grow and he has helped my kids understand this.
So your advice is “never take anything personally”?
At work! If a guy tells you you’re beautiful take it personally!!
Need more information? Ask your concierge for anything you want! Send your request to: concierge@newzy.net
Newzy.net, your regional source of luxury.
Comments
Powered by Facebook Comments
Rulas positive attitude makes her stand out! best of luck Rula.