Neiman Marcus has a good thing going and wants to flaunt it.
The Dallas-based luxury retailer has begun calling out its exclusive offerings through a new campaign called Truly NM.
After decades of procuring products from top luxury brands around the world, created just for Neiman’s, “We felt there was an opportunity to shine a brighter light on those exclusives and to take a more comprehensive approach in terms of showcasing them…so those exclusives stood out amongst our assortments,” Jim Gold, president and chief merchandising officer of the Neiman Marcus Group, told WWD.
Gold said that Neiman’s worked with over 50 brands to present several hundred items under the Truly NM campaign, on top of the thousands of exclusives offered at the luxury chain already.
Truly NM, Gold said, represents “Items or small groupings of products that were so compelling from a brand and design standpoint, we wanted to feature them in a more robust way than we have featured exclusives in the past. We said, ‘Let’s take a subset and feature these under this Truly NM campaign.’ We intend for it to be ongoing.”
Truly NM flags items such as an Alexander McQueen crocodile-embossed padlock tote, priced $1,895; a Brunello Cucinelli calfskin backpack with Monili straps, priced $3,840; a Chloe patchwork poncho, $1,995; a Salvatore Ferragamo suede driving shoe, $650; a Givenchy suede shark-lock knee boot, $2,125; a Canada Goose Prideaux parka with a fur hood, $975; and a Rag & Bone patchwork skinny ankle jean, at $495.
“We came up with themes we wanted to address, like embellished denim, so we went to seven of our denim brands and requested embellished looks,” that no other stores would feature.
The campaign items are indicated with Truly NM hang tags with Neiman’s signature butterfly logo and in-store signage. The majority of the Truly NM items are in all stores. There is also exposure on Neiman’s Web site and inside The Book, Neiman’s magalog.
“The merchandise is starting to roll in now,” Gold said.
Gold posed the question: “The challenge has been, if you’ve got exclusive items sprinkled thoughout the assortment, how do you call them out effectively?”
Sales associates do inform customers about exclusives, which are often identified as such through a label on the garment. And smart shoppers do know what’s exclusive and what’s not. But Neiman’s, up to now, “hasn’t taken a really comprehensive approach that runs across virtually all categories,” Gold said.
Neiman’s started organizing the Truly NM campaign last December, before the pre-fall market, Gold said.
Truly NM does not involve Bergdorf Goodman, which is also part of the Dallas-based Neiman Marcus Group.
For years, retailers have made it a priority to tout their exclusives, whether it’s their private brands or products brought in from shopping the market that they sell exclusively. Last year, for example, Bloomingdale’s launched its 100% Bloomingdale’s campaign, presenting 1,000 exclusive styles and items from 100 designers and brands from around the world.