A dramatic foray into a neighborhood made by one retailer has the potential to com- pletely reshape a shopping corridor, and Fifth Avenue’s often-neglected tract of stores located “SoS’ or “South of Saks,” is a prime example. Traditionally, the vortex of retail activity is bordered to the south by Saks and to the north by Bergdorf Goodman, but a recent revitalization in the area is giving shoppers a reason to venture farther south.

Fashion-forward shoppers are accustomed to frequenting the “SoS” neighborhood just a few weeks a year, as Fashion Week is held on the famed Bryant Park, located between 40th and 42nd Streets.  In September and February, designers set up tents and runway shows abound on the lush greenery of Bryant Park – retailers are wise to capitalize on shoppers’ knowledge of the area.

The anchor for retail below Saks, Lord & Taylor, is enjoying a renaissance, in the hopes of enticing the stalwart Fifth Avenue shoppers south.  Tuleh designer Bryan Bradley launched an apparel line for the store, and Cynthia steefewill also lend her name to an in-house collection.  These exclusive labels are part of a slew of initiatives launched by the flagship to reinvent its image and appeal to a well-heeled demographic.  Throughout the store, sales floors have been upgraded with chic, minimalist designs, while various departments are undergoing major remodeling.  Just in time for the holidays, Lord & Taylor will unveil a fresh look in everything from advertising and window displays to shopping bags and credit cards.

Another store that has long heralded apparel lines from star designers, H & M has demonstrated confidence in the southerly tract of Fifth Avenue.  The cheap-chic retailer, whose celebrity apparel includes entries from Roberto Cavalli, Madonna and Karl lagerfeld, opened a new store on the northeast corner of 42nd Street, its third location on Fifth Avenue.

Perhaps the most influential opening in the “SoS” neighborhood is BCBG’s remarkable flagship at Fifth Avenue and 40th Street.The designer’s largest store of its 160 national locations, the three-level, 12,000 square foot space boasts stone and acacia wood floors and metal decoration.  The new location purveys the full range of the brands, from the more expensive “Runway” label to shoes and accessories.  The store has enjoyed heavy foot traffic and is demonstrating the retail potency of this new frontier.

These much-talked about new store openings and reinventions are sure to put a spotlight on pioneering retailers that already have a presence in the corridor.  Lacoste was the first high-end shop to open south of the Saks’ border, and is now undergoing an expansion.  United Colors of Benetton and a grandiose Sephora followed suit.  American Girl Place and Aldo are also situated along the thoroughfare, while Ann Taylor and Esprit will be joining the lineup soon.  Another retail shuffle will take place with the renovation of 575 Fifth Avenue at 47th Street, whose roster of stores is yet to be announced. Sean John is across from the New York Public Library, at 41st Street. 

The revitalization of Bryant Park over the last decade could be another reason retailers are experimenting with “SoS” stores.  The park has been compared to Paris’ Jardin du Luxembourg for its colorful perennials and some three thousand chairs.  Because of the ample seating, it has become a popular lunch spot for area office workers.  The park also hosts several restaurants, including Bryant Park Grill, Bryant Park Café, and ’wichcraft.  Further enhancing the area, the Park has instituted free wireless Internet access, attracting more than 50,000 users per year.

The new southern border of Fifth Avenue may be the empire state Building, who recently announced retail news.  The City’s largest Starbucks, at 8,400 square feet on three levels, will open on the iconic building’s 34th Street side.

This unique neighborhood is right on the cusp of reinvention, it will be exciting to watch as it becomes a desirable shopping destination.  As rent for northern Fifth Avenue retail space continues to reach world-record levels and the success of Lord & Taylor, BCBG, and H & M is maintained, we are sure to see even more retailers clamoring for space “SoS.”