Neiman’s Unveils 360 Degree Fall Marketing Campaign – WWD
Neiman Marcus launched its Fall 2022 “Live Your Luxury” campaign, an ambitious marketing effort advocating self-expression and inclusivity and integrating “a 360-degree approach” across sales channels and media.
“Live Your Luxury” depicts designer fashion in different settings – from the elegant interiors of a stately mansion to the grainy Manhattan skyline – suggesting that luxury is worn for different purposes, moods and occasions.
The campaign involves everything from in-store to connected TV – window displays; store activations and merchandising; events; digital advertising media; digital content; paid social media; social content; email and print, or as Neiman Marcus chief marketing officer Das McColl put it, “a whole ecosystem” of different media and channels. It’s a structurally different and more complex campaign than previous campaigns “to drive connection and engagement with customers and inspire their choices,” McColl said.
“Last year, our campaign was about reintroducing ourselves. It was really about the client’s desire to get past the pandemic, and there was a strong cultural relevance. As things started to normalize, we had to think about the how our brand continues to evolve,” said McColl. “We conducted extensive research to understand not only the cultural shifts occurring within our customer base, but also their expectations and motivations for luxury. and fashion. With these insights, we have taken another step this fall in the evolution of our brand, which is to make “Live Your Luxury” a central creative idea, a strategic and creative expression. We believe that this really connects with our customers. What we got through research is a number of key insights, especially on their definition of luxury, which is way more inclusive than she ever was. It’s also about self-expression, and from there, we’ve created Live Your Luxury for the fall season in a way that captures the desire for novelty, guest retention, and fundamentally meets our basic positioning.
“It’s not just about styles or trends and the unspoken expectations that come with them. It’s about how you wear a piece or look, when you wear it, why you wear it, and what it means to you,” McColl added. “It’s about imbuing luxury as a state of mind and a prism in our daily rhythms and embracing it all.”
Coinciding with high fashion imagery, there’s irreverence, humor and a musicality running through the campaign and its plethora of micro-videos, presenting luxury as not so stuffy as it is. sometimes. “It’s a reinvented perspective of luxury, which ultimately means something different and often very personal to the individual,” McColl said.
Some 250 to 300 videos, ranging from 5 to 30 seconds, have been produced, and they are gradually being incorporated into the campaign, launched on Monday, over time. “We produce some types for TikTok. We could use something different on Instagram, something different on our microsite, and something different on Smart TV. Our customers are consuming more video than ever. In terms of social channels and how they drive their algorithms, videos work best in the social media ecosystem,” McColl said.
In some videos, Neiman’s style advisors are shown humorously interacting with various clients, telling different stories about what buyers want. Actors were used. “We have and continue to use our stylists in our campaigns, but to do something more comedic and a bit more cheerful, sometimes it’s more effective to use an actor,” McColl explained.
The campaign’s “flagship” fashion story is “The Art of Fashion,” which features sound shots inspired by ready-to-wear from Fendi, Dior, Prada, Chanel and Gucci. A total of 418 women’s, men’s, children’s, home and beauty brands are featured.
The book includes a section called “The List” covering styling tips from Neiman’s VP of Luxury Fashion Jodi Kahn, Neiman’s menswear director, Bruce Pask, and others. Another section called “The Refresh” examines emerging trends in fashion and beauty. This season’s book also features interviews with Donatella Versace and Charaf Tajer of Casablanca; a Q&A with David Yurman’s Evan Yurman and interviews with style advisors.
Among the crowd seen on the cover of The Book is Valentina Sampaio, marking the first time a transgender woman has appeared on the exterior of The Book.
“For me, this core creative idea of ’Live Your Luxury’ is another step in transforming our business, and we will continue to build on this core creative idea in the future as we continue to return to a more traditional marketing beat,” McColl said.