• by Barbie Romero , January 28, 2025

They also helped introduce American designers to the world when European designers were dominating the industry. Can you guess which luxury retailer has a butterfly logo as part of their branding?

• The Invention of the Christmas Book (1926): Neiman Marcus is credited with creating one of the most iconic marketing traditions in retail: the Christmas Book. This holiday catalog became famous for its extravagant and unique gift ideas, ranging from personalized jets to life-size gingerbread houses. These "fantasy gifts" are a hallmark of the brand's commitment to luxury and exclusivity.

• Introducing American Designers to the World (1930s-40s): Neiman Marcus played a pivotal role in promoting American fashion during a time when European designers dominated the industry. It showcased emerging American designers such as Hattie Carnegie and Claire McCardell, earning a reputation as a champion of domestic talent.

• The First Retail Fashion Awards (1938): Neiman Marcus created the prestigious "Neiman Marcus Fashion Award," honoring designers, influencers, and creatives who made significant contributions to fashion. Recipients included Coco Chanel, Christian Dior, and Yves Saint Laurent, further cementing the store’s global impact on luxury fashion. Most recently Daniel Roseberry, Creative Director of Schiaparelli, received the 2024 Neiman Marcus Award for Creative Impact in the Field of Fashion.

• The Butterfly Logo: Neiman Marcus adopted a butterfly logo in 1967 as part of a campaign to reflect elegance, transformation, and the lightness associated with high fashion. Though not always visible in branding today, the butterfly remains an important part of the company’s design history.

• The Connection to Stanley Marcus: Stanley Marcus, son of co-founder Herbert Marcus, became the face of the company for decades. Known as "Mr. Retail," he transformed Neiman Marcus into a globally recognized luxury brand.