Bloomingdale's unveils new site

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Bloomingdale's today relaunches its online store featuring B Search, a new way to search for merchandise; Wish List to save gift choices; and Dressing Room, an area to store clothing picks. "It's a branding site, meant to extend the Bloomingdale's experience beyond the store," said Barbara Geiben, head of Internet marketing at Bloomingdale's. Ms. Geiben said Bloomingdale's is featuring 1,500 selected items for sale on the site in an attempt to cut through the mass merchandise experience.

Bloomingdale's created the site with Web consultant Knowledge Strategies, New York. The site's URL will appear in all of the retailer's newspaper and print ads and on its trademark shopping bag. "The brown bag has not been changed since 1973," she said. "I think that's sending a message to the retail world."

Copyright November 1998, Crain Communications Inc.

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