For Sneaker Lovers, Luxury Styles in a High-tech Virtual Showroom – WWD

Focusing on sneakerheads looking forward to unique kinds, Neiman Marcus has partnered with Hypebeast to launch a shoppable, digital showroom that includes footwear from 11 designer manufacturers.

The showroom launches at the moment on Hypebeast, the lads’s modern way of life web site, offering consumers with what Neiman’s officers describe as “an elevated e-commerce expertise that reimagines distant buying.”

Alexander McQueen, Balenciaga, Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Maison Margiela, Moncler, Off-White, Versace and Giuseppe Zanotti every designed an unique males’s fashion for the Neiman Marcus/Hypebeast initiative.

For Sneaker Lovers, Luxury Styles in

Maison Margiela’s unique fashion for Neiman’s.

As soon as within the Hypebeast showroom, consumers can click on on the designer sneaker of their option to hyperlink to and buy from there.

Moreover, 18 Neiman Marcus shops will promote all the sneakers, although choose kinds might be accessible in any respect 37 Neiman’s areas. Among the many 18 areas: NorthPark in Dallas; Atlanta; Bal Harbour, Fla.; Beverly Hills; Chicago; King of Prussia, Pa., and Paramus, N.J.

Whereas portions are restricted, and completely different relying on the fashion, Neiman’s indicated that general it’s “a good measurement run” for a mission like this. The sneaker costs vary from $615 to $1,290.

For Sneaker Lovers, Luxury Styles in

Giuseppe Zanotti’s unique fashion for Neiman Marcus.

To additional the initiative, Neiman’s is rolling out content material by itself social platforms and by way of e-mail advertising and marketing, and content material will stay throughout Hypebeast’s platform and social media channels, together with a homepage takeover and Instagram Tales teasing entry to the showroom.

“We’re experiencing extraordinary progress in our luxurious enterprise general with males’s as one of many standout classes and Neiman Marcus continues to give attention to creating magic for its clients with one-of-a-kind experiences and merchandise,” Lana Todorovich, president and chief merchandising officer of Neiman Marcus, mentioned in a press release. “This chance is each progressive and thrilling for Neiman Marcus and Hypebeast. It’s allowed us to reimagine what the way forward for e-commerce seems to be like whereas bringing the very best of each worlds collectively and providing entry to our high luxurious manufacturers who particularly created unique shoe kinds for our clients.”

The digitally recreated sneaker showroom is a primary for Neiman Marcus and Hypebeast, in response to the businesses. The showroom, a clear and minimal CGI (computer-generated imagery) setting, offers a high-tech expertise with interactive navigation for views of the merchandise at completely different angles, accentuating lighting and shoppable annotations highlighting design particulars.

“On-line luxurious retail continues to develop and our clients are looking for retail theater outdoors of conventional retail interactions,” Todorovich mentioned. “As this house evolves, so does our bigger technique as a multichannel luxurious retailer to supply probably the most distinctive and interesting expertise in our bodily, digital and distant promoting environments.” She characterised Hypebeast as “a forward-thinking companion to discover the way forward for built-in luxurious retail at Neiman Marcus.”

“Exclusivity, hype and sneakers are three phrases that make up the ‘hypebeast’ vocabulary, and this digital showroom continues to push the boundaries on how our readers expertise new and unique luxurious merchandise, particularly sneakers, digitally,” Huan Nguyen, Hypebeast’s U.S. vice chairman of brand name partnerships, mentioned in a press release. “In an period of fast-paced digital consumption, a conventional mannequin of selling has grown stagnant.” He mentioned the Hypebeast workforce labored alongside Neiman Marcus to create a digital showroom that may spotlight and showcase the sneakers in “a brand new, profound mild.”

The sneaker showroom, thought of a part of Neiman’s fall “Re-Introduce Your self” marketing campaign, raises the opportunity of future Neiman’s/Hypebeast collaborations in different classes, or one other seasonal sneaker mission collectively. | For Sneaker Lovers, Luxurious Kinds in a Excessive-tech Digital Showroom – WWD


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