Hooray for some good news on the retail store front! I don’t know if you are a luxury store shopper or if shopping in the local thrift store is your destination of choice, I think we all need some good retail news. It has been almost one year since Neiman Marcus emerged from bankruptcy and the American luxury department store is “reintroducing” itself to customers — hoping to reach them in their homes, online and unless the next wave of Covid-19 doesn’t overtake us…in stores.
In an article by Alexandra Mondalek and Joan Kennedy earlier this week, they outline some of the things Neiman Marcus is doing as part of their comeback. They say, “The reintroduction comes in the form of a new campaign meant to convince shoppers Neiman Marcus has returned as a preeminent luxury retailer. The campaign touches nearly every marketing channel in order to broadcast far and wide its offerings — a spread of 40 new luxury and emerging brands — and services — its digital style advisors.”
I do not know if the plan will work for Neiman Marcus, but I am just happy that this is a sign of retail life coming back. As we have discussed numerous times, the retail world has been altered significantly by the pandemic. The foundation of Neiman Marcus’ prior success lays in its service and curated selection. But, consumers today have no shortage of options when shopping and it goes far beyond delivery options. And while Neiman Marcus may be enhancing its online services and bringing back its advertising vehicles, the real advantage would seem to be what it does in-store.
You may be able to order certain luxury goods from online retail, but it almost seems like an oxymoron to say “luxury online shopping”. The beauty of the shopping experience is the missing piece in that situation and Neiman Marcus is hoping to fill that gap. You may still spend far more time and money on Amazon or WalMart.com, but isn’t it a more interesting retail world when we have beautiful options? So here’s to Neiman Marcus and every other retailer who is trying to make a difference in this mixed up world we have today.
About AKCEL Partners: AKCEL Partners is a sales consultancy founded by three executives with strong bonds throughout the textile, apparel, brand and retail industries. AKCEL Partners offers strategic sales planning combined with experienced, highly networked sales professionals who give clients immediate access to targeted decision-makers. We are dedicated to meeting or exceeding our clients’ short- and long-term revenue goals. To learn more, go to www.AKCELPartners.com.
