Brand Name is the brand Bloomingdale's shows on the product page, in the brand filter and at the front of every product title. It is required on every listing, set once per style group, and limited to 254 characters including spaces. The same name has to appear on the product page, in the Title and in any brand references inside the Description, so decide how the brand is written once and keep it identical everywhere.
The rules
| Rule | Value |
|---|---|
| Required | Yes, on every listing |
| Level | Parent (one value per style group, shared by every colorway and size) |
| Maximum length | 254 characters including spaces |
| Content | The brand name only, as the brand itself writes it |
Bloomingdale's sets no other format rule on the field, so the recommendations below are Osello's, based on how the brand is reused in the other required fields.
- Write the name as the brand does. Stylized capitalization stays: "kate spade new york", "ba&sh", "L'AGENCE". Otherwise use the brand's normal casing, not all caps.
- Leave out trademark and registered symbols, legal suffixes ("Inc.", "LLC") and taglines.
- Use one spelling across your whole catalog. "Rag & Bone" and "rag & bone" read as two brands to a filter.
- Keep collection, line and sub-brand names out of the field. They belong in the title as the Style or Collection Name.
- For pre-owned luxury goods, the brand is the original maker (Hermes, Cartier, Rolex), not your resale business. The description for those categories carries a legal notice about the seller's relationship to that brand, so the brand name has to be exact.
Examples
| Value | Verdict |
|---|---|
| Eliza J | Good |
| L'AGENCE | Good: the brand's own stylization |
| kate spade new york | Good: the brand writes itself in lowercase |
| ELIZA J | Weak: the brand does not write itself in caps |
| Eliza J Dresses | Weak: a product type mixed into the brand |
| Ralph Lauren Purple Label | Weak on Bloomingdale's: the label belongs in the title as the collection name, with "Ralph Lauren" here |
| Vintage Finds Co. (for a pre-owned Cartier bracelet) | Weak: the reseller is not the brand |
Common mistakes
- Sending a Shopify vendor value that is your store name rather than the brand. Multi-brand stores often leave "vendor" set to the shop.
- Different spellings across styles from the same brand, which splits the brand in Bloomingdale's filters.
- A brand name that does not match the first words of the title. Bloomingdale's titles always start with the brand.
- Appending the brand's country, founder or year to the name.
- Leaving it blank on a configurable product because the value lives on a variant. Bloomingdale's reads the brand from the parent.
How Osello fills this field
Brand Name is a parent-level text field, so Osello sets one value per style group and every colorway and size inherits it. The value is copied straight from your product data when it is there; if your store is set to use one brand for all products, that store-level brand is used instead. Osello does not send the AI to guess a brand, and the field is left blank when neither source has a value so you can fill it before submission. See what gets filled in automatically and required fields and listing readiness.
The full list of Bloomingdale's requirements is in the Bloomingdale's field directory.
Frequently asked questions
Is Brand Name required on Bloomingdale's Marketplace?
Yes. It is a required field on every listing in every category, with a limit of 254 characters including spaces.
Can the brand differ between the colorways of one style?
No. Brand Name is set on the parent listing, so every colorway and size in the style group carries the same brand.
Should the brand name also be in the title?
Yes. Bloomingdale's product name structure starts with the brand name, so the title repeats the value you enter here. Write it the same way in both places.
My store sells several brands. Where does Osello get the brand from?
From each product's own brand value in your product data. If the store is configured to use a single brand for every product, Osello uses that brand instead of the per-product value.
How do I write a brand with unusual capitalization?
Exactly the way the brand writes it. Bloomingdale's keeps stylized brand capitalization such as "kate spade new york" or "ba&sh" in titles, and the brand field should match.