Resiliency and Engaging Again With the World – WWD

Neiman Marcus right this moment launches its fall marketing campaign, titled “Reintroduce Your self,” with storytelling, new designers and an optimism that performs counterpoint to a world nonetheless grappling with the pandemic — although in some methods returning to normalcy.

“This can be a full, 360-degree marketing campaign, larger than anybody we now have executed for fairly for a while. It’s fairly strong,” Daz McColl, Neiman’s chief advertising and marketing officer, advised WWD.

The marketing campaign contains multimedia print and digital promoting, native content material, social media, in-store visuals, a video and occasions. Story traces cheerfully revolve round being reintroduced to the office, spending evenings out and making grand entrances, McColl mentioned. “There’s an entire variety of tales consultant of various methods individuals are shifting again into the world, with model. The emphasis is on new designers and must-haves for the season.” The marketing campaign options virtually 100 manufacturers, together with about 40 luxurious and rising manufacturers new to the shop in girls’s, males’s, youngsters’s, residence and wonder.

Tom Ford fashion in the Neiman's fall campaign.

Tom Ford vogue in Neiman’s fall marketing campaign. 

The marketing campaign was shot on location in Artwork Omi’s sculpture and structure park in upstate New York, on the Million Air runway in Dallas and in-studio.

A video filmed in Neiman’s Paramus, N.J. retailer and in a Lengthy Island mansion begins with people by themselves at residence in somewhat depressive states, however the temper rapidly shifts with dancers choreographed by Amy Gardner as if reemerging into the skin world — and again at Neiman’s interacting with the luxurious retailer’s personal model advisers.

A Cinq a Sept cape in the Neiman's campaign.

A Cinq à Sept cape within the Neiman’s marketing campaign. 

“We see it as a metamorphosis of our lives,” McColl mentioned, referring to the video and the marketing campaign total. “Our lives have been on pause. Our types have been on pause, and we now have not been dwelling on the planet we sometimes love. However the marketing campaign reveals our prospects getting reintroduced to the world, and with model.…It’s an awakening, from a quiet self-existence to reconnecting with the world.”

The 90-second video, additionally proven in 60-, 30- and 15-second variations, includes a vary of intimates, leisurewear, night types and, as McColl put it, “extra expressive vogue design.” The video was directed by Anaïs La Rocca and produced in partnership with The Mill Company.

Neiman Marcus, which emerged from chapter in September, didn’t publish its catalogue final fall, but it surely’s again this season and beneath its former title “The E-book,” which was dropped for a number of years and for awhile simply changed with Neiman Marcus on the masthead. Neiman’s publishes two seasonal catalogues and one Christmas catalogue annually. The autumn 2021 version comprises interviews with Gabriela Hearst of Chloé and Virgil Abloh of Off-White and Louis Vuitton, amongst different content material.

The cover of The Book fall edition.

The duvet of The E-book fall version. 
Courtesy of Neiman’s

The marketing campaign will run via late October when Neiman’s shifts to vacation advertising and marketing.

“Like our prospects, Neiman Marcus skilled a change of our personal,” mentioned McColl. “Reintroduce Your self is a chance for us to convey how we’ve developed and share our reimagined vogue perspective and hopefulness for the longer term that lies forward whereas inspiring our prospects to stylishly and confidently comply with go well with. It marks a brand new chapter in our story, evident in the way in which we’ve reimagined our method to storytelling throughout all channels beginning with our marketing campaign video, which serves as a dramatic expression of human connection being a catalyst for change. Not solely is it the primary time we now have featured actual model advisers in a spot, but it surely’s additionally an ode to the vitality of their relationships with our prospects and dedication to supporting every one on this new period by constantly offering private and inspirational experiences.”

McColl additional characterised the marketing campaign as principally an in-house endeavor, a collective effort of the advertising and marketing, service provider, retailer and buyer groups. “It’s a far more dynamic and efficient option to work,” McColl mentioned. “It’s a partnership throughout the group that creates the work.” | Resiliency and Participating Once more With the World – WWD


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