It was recently announced that legendary luxury goods retailer Bergdorf Goodman has partnered up with French fashion house Yves Saint Laurent for new concept shops-in-shop in its New York department store.  The shops are a first for both brands who, from a luxury marketing perspective, are in a bit of a transition period.  The likely hope for both of these luxury brands is that the union will not only lure a younger demographic of shoppers to the store, but also provide a compelling reason for users to revisit the brick-and-mortar shopping experience.

While shops-in-shop is not a new idea, it is one that has met with some mixed reviews recently.  The concept has been rolled out by several major U.S. retail giants, including target and J.C. Penney, with the latter returning less than spectacular results, to date.

If executed properly, with a strict focus on customer wants, this luxury marketing strategy could be the shot in the arm that both Bergdorf Goodman and Yves Saint Laurent need.  It could represent a critical step for both brands toward gaining a larger share of the lucrative, younger affluent market, who have historically made many of their luxury purchases online.