“I’m so proud of this campaign because it reflects and respects our history,” says Aliffi. “And it reflects and respects the relationship that we have with our customers and what they’re looking to us for…and it is that fashion component. It is that familiarity. But it’s also bringing them something new and in a new way that keeps it interesting, exciting, and fun.”
In uncertain times for retail, finding a brand voice in the familiar
While globally, the luxury market has seemingly been impervious to the effects of the economic downturn, even experiencing growth in some parts, shoppers in the U.S. have been a bit more skittish recently, as economic uncertainties loom locally, according to a Bain report.
With that, Neiman Marcus Group, which marked last year by delivering over $5 billion in gross merchandise value (with 80% full price sales) and releasing its first ESG report, is one of the few retailers in a better position than most. In part, due to their extremely loyal client base, the top 2% of which drove 40% of the store’s sales last year.
Another reason is their strong relationships with brand partners, with the retailer having a long history of amplifying them through an integrated model of in-store, online and social promotion. Additionally, the retailer has incorporated “digital remote” selling, a tool that empowers Neiman’s more than 3000 sales associates to connect with customers to inform them of new products, offer style advice and successfully transact sales from any location.
