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Henri Bendel is an upscale women's mini-department store devoted to providing a boutique

experience. The store is housed in an old townhouse on fifth avenue, so one is immediately

aware that this is an iconic store and Bendels plays on this: their signature brown and white

striped shopping bag has stayed the same for years and carries the spirit of the iconic brand - the

building was granted landmark-status by Jacqueline Kennedy Onassis in the early ninetees. The

Lalique glass windows, original architecture, works of art, and staircases evoke the sense that

you are in a building with a rich history as Henri Bendel has long been a destination for wealthy

women, established in 1895. Even with this kind of recognition, Henri Bendel still feels

exclusive - many designers are up-and-coming labels that mingle with better- known designer

product. In addition to feeling exclusive, the store does have a youthful vibe despite its age.

Accessories and clothing are appealing to a younger audience - more so than Bergdorf Goodman

for example - another historic women's luxury department store. Colorful window displays and

in-store displays ad to this vibe. They are competing with local department stores that have an

equally exclusive air about them - Bergdorf Goodman and Barneys chief among them. They are

technically department stores because they offer multiple departments of merchandise, but they

are very niche in their target: Bendel focuses on expensive women's accessories, clothing and

cosmetics. Bergdorf Goodman and Barneys are larger in size; therefore Bendels has the added

challenge of maintaining its position as a premier luxury destination through marketing itself as a

unique experience. This is done through their private label - from candles to cashmere sweaters

that pay homage to its own branding, much like their shopping bag the brown stripes are key in

the presentation of these items and resonate throughout the store; and accessories that only they

carry like Beirn Chevron bags for example - obscure names that also exist in the clothing

department. While competition from Bergdorf that carries old-guard names like Gucci and

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