For Neiman Marcus, the Fall Season Is Off to an Early Start

While the end of summer is a little more than a month away, for Neiman Marcus the fall fashion season begins today. To mark the start of what is the most important time of year for luxury brands, the retailer unveiled its fall campaign, "Re-Introduce Yourself." The messaging "encourages customers to embrace how they, the world and Neiman Marcus have changed and evolved over the past year," according to Neiman Marcus. Dimensions of the campaign It begins with a takeover of Neiman Marcus' homepage. It's something the brand has never done before, but felt it was the best way to create an interactive experience for its customers. The campaign will also appear in stores and various media including fashion magazines, paid social and streaming platforms such as Hulu. Neiman Marcus’ Digital Transformation Enters New Phase: Omnichannel Retail To create the campaign, Neiman Marcus' in-house creative team worked with its marketing team and merchants. A video, produced by The Mill and directed by Anais Larocca, will air in 60-, 30- and 15-second versions beginning Aug. 17. In all, the luxury fashion purveyor plans to run the creative for the next three months, rolling it out in chapters as part of an overall story. Neiman Marcus is even bringing back the print version of The Book, its fashion magazine and catalogue, for the fall, which will be available starting Aug. 30. Emerging from the pandemic "Emotionally, we’re moving into where we want [to be], even if some of our behaviors have to adapt," Neiman Marcus CMO Darren McColl told Adweek about the messaging. "That’s a bigger story than someone who sells goods to people." We’re telling the story of our customers and the role we play in their lives.Darren McColl, CMO, Neiman Marcus Featuring a diverse cast, the print images incorporate a variety of locales. The scenes include shots of Art Omi's sculpture park in upstate New York and Million Air's runway in Dallas, complete with a jet. As for the film, the models were largely sequestered at home, though dressed up and ready to hit the town, cognizant perhaps that the pandemic is not quite in the rearview mirror. "Each of the customers is very different, but all are connected through fashion," McColl emphasized. "I would like them to feel like we are incredibly relevant, fashion forward, and we are a brand you can go to, to build a relationship with that will help you embrace your individuality." What to wear now? The overall concept aims to capture customers' reemergence into work, life and nature, while featuring some of the 40 new luxury and emerging labels the retailer has never sold before. Ultimately, the goal is to better differentiate Neiman Marcus from other retailers. For example, brands featured in the campaign include Off-White for home and children, Casablanca for men and women, Valentino Beauty and Roberto Cavalli. To that end, Neiman Marcus believes it can play a more relevant role in the lives of its customers. In practice, that means helping them choose what to wear, whether that means going back to work or attending social events again, especially since many of the old rules for how to dress are outdated. "The one thing I’m super pleased about from our overall positioning is we’re telling the story of our customers and the role we play in their lives," McColl said. Neiman Marcus Puts Digital Transformation at the Center of Its Bankruptcy Emergence Plan

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For Neiman Marcus, the Fall Season Is Off to an Early Start

The luxury banner's new campaign points to a new normal that is equal parts travel, outdoors and, yes, still at home

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Richard Collings

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Richard Collings