• by Sarah Mahoney  @mahoney_sarah, October 16, 2024

Neiman Marcus, known for its ever-over-the-top holiday splurges, is looking to inspire the ultimate escapist season. Against a chilling backdrop for luxury sales, the retailer is rolling out a new holiday ad campaign, celebrating a crop of high-end achievers, and unwrapping the year’s fantasy gifts.

This year, they include a $1.9 million 18^th century caleche (carriage), the preferred wheels of Spain’s King Charles II;  a $20,000 crystal mahjong set from designer Judith Leiber; and a $780,000 combined jewelry and photographic safari experience in Namibia, accompanied by National Geographic photographer and documentary filmmaker Ami Vitale.

Those craving something a little more local from the Dallas-based retailer can choose a pair of Miron Crosby Celestial Boots inspired by the Texas sky. Studded with diamonds and lucky turquoise, that $28,000 package comes with a private reading from Rosie Cutter, astrologer to the stars.

The jumping-off point for this year’s marketing push came from “theatrical traditions and folklore during the period that the brand was founded,” says Nabil Aliffi, chief brand officer, in the announcement.

The campaign also includes the fifth installment of the retailer’s profile series, called the Achievers. This year’s honorees include Colleen Atwood, an award-winning costume designer whose career spans close to 60 films ("Barbie," "Poor Things"); filmmaker Jon M. Chu ("Crazy Rich Asians"); and Tamara Rahaminov Goldfiner and her daughters Nicol Goldfiner Barlev and Melanie Goldfiner Goldberg, the intergenerational team behind Rahaminov Diamonds.

While industry experts predict a reasonably healthy holiday overall, observers are alarmed at ongoing struggles within the luxury sector. Luxury giant LVMH, the parent of Louis Vuitton, Christian Dior and Tiffany, posted profits below expectations, with sales falling 3%. Even more worrisome, the holding company says sales also fell in fashion and leather goods for the first time since the pandemic.

Luxury retailers have also been pressured. Last summer, HBC, the parent company of Saks Fifth Avenue, announced it would acquire Neiman Marcus for $2.65 billion. HBC is creating Saks Global, a new company that will manage Saks Fifth Avenue, Saks OFF 5TH, Bergdorf Goodman, and Neiman Marcus.