The evolution from physical to digital has not only accelerated in retail, but also in the magazine world, where the vaunted fall fashion issues are struggling to find messages that are relevant during a pandemic. However, Neiman Marcus, which is becoming an increasingly digital brand as it closes approximately two dozen locations during bankruptcy, has embraced the moment.
The luxury retailer’s fully digital fall fashion campaign, called Neiman’s State of Mind, replaces its Fall Book and incorporates a message that is positive but practical — consumers cannot control current circumstances, but they can decide how to think about them.
“Our lifestyles have changed, our work has changed, our social lives have changed, but what hasn’t changed is our ability to choose our state of mind,” said Lana Todorovich, President and Chief Merchandising Officer, Neiman Marcus in a statement. “Neiman’s State of Mind is rich in story, and showcases a world of fashion, luxury and service experiences to customers in a more emotive way. We look forward to building stronger brand engagement and deeper customer relationships through this innovative campaign.”
The campaign spans multiple marketing channels, including paid media, native content, owned platform content, physical environments, virtual events and a shoppable online magazine with sumptuously photographed images and inspirational videos.
The campaign actively promotes its complimentary Stylist Match through a digital Matching Quiz. “Neiman Marcus has always provided the expertise of stylists to customers, but not all customers have known how or felt comfortable accessing this service,” the company said in a July release introducing Your Neiman’s, a digital hub that connects shoppers to an expanded array of luxury services and experiences.