MajorsJul 28, 2020
Why Neiman Marcus Is Closing Its Hudson Yards StoreMajorsAug 16, 2021
Post-Bankruptcy, Neiman Marcus Looks to Reintroduce Itself
The department store chain introduced a new fall campaign and will bring back “The Book.”
An image from Neiman Marcus’ new fall campaign, featuring Ippolita jewelry (Image courtesy of Neiman Marcus)
Dallas—Neiman Marcus is ready to reintroduce itself via a new fall marketing campaign, nearly a year after the retailer emerged from bankruptcy proceedings.
The department store chain is asking shoppers to “Re-Introduce Yourself” following all of the changes it has experienced over the past year.
From COVID-19 to a bankruptcy filing, the retailer, and its customers, had a rough 2020, but the retailer said there’s reason for optimism.
"The upward business momentum we've experienced has been an optimistic sign of new possibilities and a new world," said Lana Todorovich, president and chief merchandising officer at Neiman Marcus, in a press release about the campaign.
“This season calls for all of us to re-introduce who we are and what we've learned about ourselves. It's time for Neiman Marcus to do the same, and we want our customers to not only meet us again but know that we're in this together.”
The retailer’s in-house creative team put together a campaign that spans multimedia print and digital advertising, native content, social media, and in-store visuals and events.
The campaign was shot on-location in Art Omi's sculpture and architecture park in upstate New York, on the Million Air runway in Dallas, and in-studio.
More than 100 brands, including more than 40 new luxury and emerging brands, are featured in the campaign.
The campaign will include a video directed by Anais Larocca and produced in partnership with award-winning production studio The Mil. It is set to debut this month.
The campaign will include a video directed by Anais Larocca and produced in partnership with award-winning production studio The Mil. It is set to debut this month.
“The video is a metaphor for the transformation of everyone, who, for the past year or so, felt life and self-expression were on pause,” said Neiman Marcus.
The visual narrative, expressed via dancers choreographed by Amy Gardner, will show how customers have changed and how they will “triumphantly re-emerge into the outside world.”
The theme of Neiman Marcus’ fall marketing campaign is “Re-Introduce Yourself,” as it looks to reconnect with customers after a rough 2020.
"Re-Introduce Yourself is an opportunity for us to convey how we've evolved and share our re-imagined fashion perspective and hopefulness for the future that lies ahead while inspiring our customers to stylishly and confidently follow suit,” said Chief Marketing Officer Daz McColl.
“Not only is it the first time we have featured real style advisors in a spot, but it's also an ode to the vitality of their relationships with our customers and commitment to supporting each one in this new era by consistently providing personal and inspirational experiences."
The “Re-Introduce Yourself” digital campaign stories will continue to go live throughout the season on Neiman Marcus' magazine as well as via email and social media.
In addition to the new campaign, Neiman Marcus is bringing back, “The Book,” its seasonal editorial publication.
Available in-home to customers Aug. 30, it will feature new content, including interviews with Gabriela Hearst of the eponymous brand and Chloe, and Virgil Abloh of Off-White and Louis Vuitton.
For more information about the campaign, visit the Neiman Marcus website.
More on Majors
The Latest
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
Policies & IssuesApr 10, 2025
Trump Presses Pause on Higher Tariffs for 90 DaysAn across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.
MajorsApr 10, 2025
Pary LeVian, Matriarch of the LeVian Family, Dies at 96LeVian is remembered for her unwavering commitment to her family, community, and helping others.
Events & AwardsApr 10, 2025
Hamptons Jewelry Show to Debut This SummerThe retail show is open to the public and will run July 24-27.
