NEIMAN’S PUMPS IT UP: Neiman Marcus Group is turning up the volume on its “Make Some Noise” campaign by incorporating more celebrities, advertising partners and fashion.
The campaign, introduced last year, is geared to rouse women and spotlight individuals in technology, fashion, music, art, food and business who shake up the status quo in one way or another. It’s Neiman’s ongoing brand platform through the year, and likely to be central to the luxury retailer’s marketing in the coming years. “Make Some Noise does not have an end date,” said a Neiman’s spokeswoman. “We are assessing a three-year plan.”
In addition, the fashion message has expanded to encompass a broad range of Neiman’s merchandise, from last year’s narrower focus on Cusp, the store’s contemporary department.
“For over 100 years, Neiman Marcus has dressed women of style and style breeds confidence. Developing a brand platform celebrating bold women with bold voices brings inspiration to all of our customers,” said Wanda Gierhart, NMG’s senior vice president and chief marketing officer.
The campaign officially relaunches March 18 with an elaborate interactive pop-up concept during the South by Southwest festival in Austin, Tex. Neiman’s has converted a house at 78 Rainey Street, in the heart of Austin’s nightlife district, into a three-day, multimedia hub for VIPs, women’s panels, fashion vignettes, a user-generated mural in the style of Pointillism, Kevyn Aucoin makeup stations, a booth for videoing yourself in slow-motion, and a listening room where scores of headphones dangle from the ceiling.
A showroom on a second property on the site, as well as a dedicated “festival boutique” at neimanmarcus.com/shopmakesomenoise, will sell fashion in the spirit of and appropriate for the South by Southwest festival, which revolves around technology, film and music. The boutique site goes live today [Wednesday].
Among the Neiman’s partners supporting the Rainey Street house are Visa Checkout, Bailey’s, Ciroc and Bang & Olufsen, with music provided by Atlantic Records. Among the VIPs set for panels and Q&As are Rosario Dawson, Rebecca Minkoff, Freida Pinto, Laura Dern and Jenna Bush Hager. Make Some Noise is also included in advertising, Neiman Marcus The Book, on social media, and ties into store events.