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Neiman Marcus, Out Of Chapter 11, Launches Fall 2021 Campaign: Re-Introduce Yourself August 09, 2021 (0 comments)
Dallas, TX—Neiman Marcus announces the launch of its Fall campaign Re-Introduce Yourself. As the esteemed luxury retailer is emerging from bankruptcy, it’s seeking to write its future filled with optimism, love, and extraordinary merchandise. Image: Cover of The Book, Neiman Marcus' famed magalog.
The campaign theme, Re-Introduce Yourself, encourages customers to embrace how they, the world, and Neiman Marcus have changed and evolved over the past year. Imagined by the in-house creative team, the 360-degree marketing campaign includes multi-media print and digital advertising, native content, social media, and in-store visuals and events. The retailer's new and exclusive brands are at the forefront of storytelling that invites customers to re-introduce themselves to the art of fashion and reframe their place in the modern world with new rules, new perspectives, and new self-expressions.
The retailer also is bringing back its famous seasonal editorial publication known as The Book, a magalog that at one time was monthly. The upcoming issue features exclusive interviews with fashion luminaries Gabriella Hearst of Chloe and Virgil Abloh of Off-White and Louis Vuitton, among other new content.
"The upward business momentum we've experienced has been an optimistic sign of new possibilities and a new world," said Lana Todorovich, president and chief merchandising officer. "This season calls for all of us to re-introduce who we are and what we've learned about ourselves. It's time for Neiman Marcus to do the same, and we want our customers to not only meet us again but know that we're in this together. We look forward to introducing them to new brands as part of our integrated luxury retail strategy and meeting them where they shop – in our stores, on our website, and through our in-store and digital style advisors."
The fall ad campaign, shot on-location in Art Omi'ssculpture and architecture park in upstate New York, on the Million Air runway in Dallas, and in-studio, captures that sentiment and the juxtaposition of customers' re-emergence into work, life, and nature. It features over 40 new luxury and emerging brands as part of the almost 100 brands included in the campaign, across women's, men's, children's, home, and beauty categories.
An ad for Ippolita jewelry is one of the assets of Neiman Marcus' fall campaign.
Debuting in mid-August, Neiman Marcus' Fall campaign video is a principal element of the campaign and one of the ways the retailer offers a re-introduction to itself and services. Directed by Anais Larocca and produced in partnership with award-winning production studio The Mill, the video is a metaphor for the transformation of everyone, who, for the past year or so, felt life and self-expression were on pause. The visual narrative follows the metamorphosis of customers – depicted by dancers choreographed by Amy Gardner – as they expressively begin to unfold into their new selves and re-emerge into the outside world. It also features three of Neiman Marcus' own style advisors, whose service helps to trigger that change as they guide them through every moment in their journey of renewed energy and revitalized style.
Launched August 9th, 2021, as a homepage takeover with its own online hub for all things new at Neiman Marcus, Re-Introduce Yourself digital campaign stories will continue to go live throughout the season on Neiman Marcus' Magazine (www.neimanmarcus.com/editorial) and via email and social media. The Book will be available in-home to customers starting August 30.
"Like our customers, Neiman Marcus experienced a transformation of our own," said Daz McColl, chief marketing officer, Neiman Marcus. "Re-Introduce Yourself is an opportunity for us to convey how we've evolved and share our re-imagined fashion perspective and hopefulness for the future that lies ahead while inspiring our customers to stylishly and confidently follow suit. It marks a new chapter in our story, evident in the way we've reimagined our approach to storytelling across all channels starting with our campaign video, which serves as a dramatic expression of human connection being a catalyst for change. Not only is it the first time we have featured real style advisors in a spot, but it's also an ode to the vitality of their relationships with our customers and commitment to supporting each one in this new era by consistently providing personal and inspirational experiences."
But this article in Retail Dive says not all is sunny with the retailer: it’s still grappling with its debt load after emerging from Chapter 11, and there are rumors that its Bergdorf Goodman unit may be up for sale (NM denies this, says Retail Dive). But in Dallas, Van Cleef & Arpels has vacated its shop-in-shop for a move to the Highland Park Mall. Finally, the campaign and its optimistic theme was developed before the Covid Delta variant exploded across the country, threatening Americans’ hoped-for return to a more normal lifestyle.