• by Sarah Mahoney  @mahoney_sarah, August 28, 2023

Neiman Marcus is taking its fashion marketing in a new direction, shifting toward more of an editorial perspective, with an edge designed to appeal to a more contemporary, younger crowd. In addition to digital, video and print, the new campaign includes an ultra-glam catalog, with stories that celebrate tastemakers tucked in beside spreads starring over 50 brands, including Christian Louboutin, Alexander McQueen and Bottega Veneta.

"We're hoping people see a spirit of boldness and gumption that is endemic to our Southwestern roots," says Nabil Aliffi, the retailer's chief brand officer. "It's drawing lots of inspiration from the past but looking ahead to the future. This campaign turns the page for the brand."

The campaign is tagged "In Pursuit of the Extraordinary since 1907."

Articles in the catalog feature stories about new faces, like Ceedee Lamb, a wide receiver for the Dallas Cowboys, writer Amy Sall, and fashion fixtures like socialite Cornelia Guest.

Aliffi, who started with the company in January, joins the retailer amid a rough patch. In February, it announced strategic changes to its operating model, resulting in layoffs that eliminated about 5% of its employees. And earlier this month, the company, which also owns Bergdorf Goodman, announced additional cuts to its corporate staff.

The company shot the campaign in New York, using giant high-res LED screens to create landscapes and imagery, including palm trees and desert scenes.

The campaign includes kinetic motion window displays in select stores, connected TV, out-of-home, print and digital advertisements, and a shoppable digital version of the Fall Book. The company is also amplifying the effort on social media.

Aliffi tells Marketing Daily the catalog, in a larger format than in years past, is intentionally different. There are three tiers of distribution, with a hardcover limited edition cloth-bound book for the retailer's best customers, a soft cover version for loyal customers, and a mailer for new customers.

The campaign also leans more heavily into integrated retail. "That just means making sure that we show up where our customers expect us to show up," Aliffi says. "We want to be consistent across all customer channels and also be precise in terms of our true luxury positioning."

The company is spanning ages in different ways, too. "Look at our models,” he says. “We have Hannah Wick, who speaks probably to a younger audience. But we also have Mark Vanderloo, an iconic supermodel we are bringing back in a big way. That's the happy intersection."

Aliffi concedes it's all a bit of a dance. "But we want to make sure longstanding customers can see themselves in the expression of the brand, while imbuing modernity and a sense of what's contemporary."

He hopes that will draw younger luxury shoppers to the brand, including testing different kinds of in-store events. Adds Aliffi:"We're hoping to open up the aperture to customers who maybe historically haven't seen themselves as part of the Neiman Marcus experience."