Flagship Collaboration: Bloomingdale’s Teams with Burberry for Holiday 2025
Bloomingdale’s is kicking off its 2025 holiday season with ‘Happy Together,’ an expansive campaign centered around togetherness and festive spirit. The highlight? An exclusive 360-degree collaboration with British luxury house Burberry, set to transform the retailer’s flagship at 59th Street into a true holiday destination.
Immersive Burberry Takeover and Exclusive Capsule Draws Shopper Interest
From the iconic flagship façade wrapped in a giant Burberry scarf to curated windows and The Carousel pop-up, Burberry’s influence is front and center. Guests can explore an exclusive ‘red-check’ capsule collection spanning women’s, men’s, kids’, and home categories, while two limited-edition Burberry-dressed bears will benefit the Child Mind Institute.
This collaboration goes beyond décor: shoppers get hands-on experiences across the store, including immersive product showcases and collectible holiday pieces—underlining both brands’ shared focus on craftsmanship and heritage. The festive launch will feature a live performance by award-winning artist RAYE, aiming to turn Bloomingdale’s into an experiential shopping and cultural hub.
| Key Campaign Feature | Highlights |
|---|---|
| Burberry x Bloomingdale’s Pop-Up | Exclusive capsule, immersive displays, collectible bears |
| Live Launch Event | Performance by RAYE, Burberry-designed façade/windows |
| Store Activations | Parisian café by Baccarat, Alice + Olivia x 40 Carrots takeover, Canada Goose pop-up |
| Philanthropic Campaigns | No Kid Hungry (Nov), Child Mind Institute (Dec) |
| Digital Promotion | Homepage, multi-part email, out-of-home media |
Philanthropic Focus: Partnerships With No Kid Hungry and Child Mind Institute
Philanthropy remains front and center for Bloomingdale’s, which continues its annual partnerships with No Kid Hungry (November 1–30) and the Child Mind Institute (December 1–31). The brand invites customers to round up in-store or online purchases to donate, while select events—like chef demos—help raise additional awareness and funds. Limited-edition Burberry bears double as coveted holiday gifts and vehicles for social good, with proceeds supporting children’s mental health initiatives.
Experience-Driven Shopping Reinforces Premium Brand Value
Bloomingdale’s is making clear its strategic focus: exclusive luxury partnerships and immersive, destination-style shopping experiences designed to reinforce its premium market positioning. Store visitors can enjoy unique activations, including:
- Studio 59 by Baccarat: A Parisian-inspired, elegant dining space with a gifting boutique.
- Alice + Olivia x 40 Carrots: A festive twist on the flagship café.
- Canada Goose Pop-Up: Showcasing heritage apparel and offering bespoke, sustainable gifts with purchases.
- Santaland Adventure: Interactive holiday moments for families, anchored by the campaign’s Burberry bears.
Complemented by a robust digital push and creative marketing, the 2025 holiday campaign positions Bloomingdale’s as both a shopping and experiential destination—timed to capture increased foot traffic and consumer engagement during peak season.
Strategic Takeaway: Differentiation Through Partnership and Philanthropy
Bloomingdale’s holiday initiative offers several insights for investors and industry watchers:
- Exclusive partnerships (like the one with Burberry) are becoming a go-to playbook for driving foot traffic and premium positioning in the luxury department store space.
- The fusion of in-store experience, philanthropic engagement, and curated capsule collections highlights a deliberate move toward experiential retail and social impact—differentiating Bloomingdale’s from purely online players.
- These strategies may support both top-line momentum and brand equity heading into 2026, though continued market share competition and evolving consumer preferences remain watch points.
For those tracking retail innovation, Bloomingdale’s ‘Happy Together’ campaign is a reminder: even legacy brands can spark fresh excitement and loyalty through immersive, meaningful experiences and smart brand partnerships.
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