Luxury retail re-introduces itself

Neiman Marcus has been through a lot including significant team restructuring, refinancing, acquisitions and high-level design partnerships following its emergence from bankruptcy over one year ago. Its new campaign hopes to show the company’s growth and transformation, re-introducing itself to customers in a fresh new light. The new campaign to debut this fall is broad with both still photography and video, all communicating dramatic visual stories around the juxtaposition of customers’ re-emergence to work, life and nature. Digital campaign stories will be shared throughout the season on social media platforms and the retailer’s homepage, in addition to the brand’s own publication, The Book, which will feature a range of exclusive interviews with established brands, designers and creatives. New, exclusive brands are the leading force of the campaign with the retailer hoping to reach existing and new customers with new style perspectives in a dramatically changing world. Like so many things, time will tell. Curious to see if one of the old guards of luxury retail can stake a claim in the new world of fashion. We’ll be watching…