‘The Book’ is back as Neiman Marcus works to reintroduce itself post-bankruptcy

Dive Temporary:

  • Because it approaches the anniversary of its exit from bankruptcy, Neiman Marcus on Monday announced a fall marketing campaign, “Re-Introduce Your self,” that includes practically 100 manufacturers in girls’s, males’s, kids’s, dwelling and wonder, with greater than “40 new luxurious and rising manufacturers” in focus.

  • The marketing campaign debuts mid-month with print and digital promoting, native content material, social media, and retailer visuals and occasions. Its autumn “The Guide,” out there final 12 months only in digital form, returns Aug. 30 that includes Chloe’s Gabriella Hearst, and Virgil Abloh of Off-White and Louis Vuitton.

  • Some photos have been shot on location in Artwork Omi’s sculpture park in upstate New York and on the Million Air runway in Dallas. A video directed by Anais Larocca and produced in partnership with The Mill options dancers choreographed by Amy Gardner, per an organization press launch.

Dive Perception:

This marketing campaign, and Neiman Marcus’s announcement of it, is filled with blue skies, clear paths and excessive hopes.

“The upward enterprise momentum we have skilled has been an optimistic signal of recent potentialities and a brand new world,” Neiman Marcus President and Chief Merchandising Officer Lana Todorovich stated in an announcement. “This season requires all of us to re-introduce who we’re and what we have realized about ourselves. It is time for Neiman Marcus to do the identical, and we would like our prospects to not solely meet us once more however know that we’re on this collectively.”

The corporate has spent the 12 months scaling again its brick-and-mortar operations in favor of digital sales and advertising, a shift that started earlier than the pandemic and its chapter.

However there are some clouds intruding. The corporate continued to grapple with its debt load after its emergence from chapter 11 and is alleged to be mulling a sale of its Bergdorf Goodman unit, although the corporate denies this. Final month, the Dallas Morning Information reported that luxurious jeweler Van Cleef & Arpels will vacate its immense space on the NorthPark Heart Neiman Marcus.

Extra broadly, the delta pressure of the coronavirus is threatening the return to normalcy and shaking client confidence.

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