Launching its Fall 2022 advertising campaign with much fanfare, Neiman Marcus is clearly delighted. Press Release (PRNewswire) issued in Dallas on August 29, 2022. This new company-wide initiative is called Live Your Luxury, and it encapsulates the essence of self-respect as it exists in the here and now. It was motivated by the fact that people who shop at Neiman Marcus value self-expression and want to show that luxury can be enjoyed in the midst of the mundane.
Advertising, in-store imagery, The Fall Book, events, internet material, and films all contribute to the campaign’s overarching goal of encouraging exploration. Neiman Marcus will use the Live Your Luxury platform as a strategic and creative launchpad for its brand transformation as a whole.
Customers of Neiman Marcus are being encouraged to live and move in accordance with their unique selves, flaunting their confidence, bravery, eclecticism, brightness, and purpose in this new advertising campaign. In response to the need for something fresh and original, Live Your Luxury gives its consumers the freedom (and authority) to define luxury for themselves.
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There is a lot of musicality, with a strong focus on individuality and self-expression in the compositions. Luxury is not something stuffy or something to be saved for the proper occasion, as seen in the campaign’s vibrant, upbeat, hilarious, and engaging video vignettes. On the contrary, this philosophy holds that you should seize the moment and surround yourself with luxury. The moment has come to enjoy life to the fullest.
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According to Daz McColl, Neiman Marcus’s Chief Marketing Officer, “This campaign symbolizes a redefined vision of luxury,” which, ultimately, signifies something distinct and frequently extremely personal to the individual. “It’s not simply a matter of following the latest fads or fashions and the implicit assumptions that come with them. It’s not only about what you wear but also when, why, and how you wear it, as well as the significance it has for you. Embedding a sense of luxury as both a frame of mind and a lens through which to see our routines requires us to be open to and appreciative of a wide range of experiences.”
The campaign is broken up into sections that focus on specific products; the most prominent of these is the fashion story titled “The Art of Fashion,” which showcases sonically inspired photographs of the season’s most covetable ready-to-wear from high-end designers all over the world, including Fendi, Dior, Prada, Chanel, and Gucci. With 418 brands throughout women’s, men’s, kids’, home, and beauty, Live Your Luxury is a true luxury destination. Designer menswear, coats for both sexes, color, footwear, alternative eveningwear for both sexes, platforms, jewelry, men’s tailoring, children’s clothing, and cosmetics are some of the other categories covered by the campaign.
In addition, there are editorialized features like The List and The Refresh, which analyze developing fashion and beauty trends, respectively. The List features fashion advice and insights from Neiman Marcus Vice President of Luxury Fashion Jodi Kahn, Neiman Marcus Men’s Fashion Director Bruce Pask, Harper’s Bazaar Fashion News Director Rachel Tashjian, and Esquire Editor-in-Chief Michael Sebastian.
Even more exclusive content can be found in the Fall Book, such as an interview with Donatella Versace, a conversation with Charaf Tajer of Casablanca, and a question and answer session with Evan Yurman of David Yurman. The Live Your Luxury campaign’s supplementary content, such as interviews with style consultants, perfectly encapsulates and reflects the world of Neiman Marcus.
ABOUT NEIMAN MARCUS
Since its founding in 1907, Dallas-based luxury retailer Neiman Marcus has provided clients with access to coveted products, new talent, anticipatory service, and one-of-a-kind events and experiences. Neiman Marcus is able to connect with customers all over the world and provide them with memorable experiences every day thanks to its 37 brick-and-mortar locations in the United States, its status as the largest e-commerce luxury platform in the United States, and its use of cutting-edge remote selling and personalization technology.
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Delicious food, luxurious spa treatments, one-of-a-kind adventures, and unique wares—the options are endless. Visit neimanmarcus.com or follow the company on Instagram, Facebook, YouTube, and Twitter for all the latest Neiman Marcus news and events.
The Neiman Marcus Group is a family-run company that puts its customers, employees, and brand partners first in everything that it does. Our vision for Redefining Luxury Travel is informed by our history of innovation and our shared sense of community. Investing in data and technology has allowed us to become one of the leading multi-brand luxury retailers in the United States, working with some of the most prestigious brands in the world.
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This allows us to provide our customers with excellent goods and insightful services. With the help of our 10,000+ employees, we provide a scalable, individualized luxury experience throughout our brick-and-mortar shops, websites, and mobile apps. The individuals that make up the NMG|Way culture pool their distinct strengths to create something really amazing. Neiman Marcus and Bergdorf Goodman are two of our most recognizable names.
NOTES TO EDITORS
STORY: Art of Fashion
PHOTO: Arnaud Pyvka
ART DIRECTOR: Pamela Libonati/Tim Flannery
COPY LEAD: Selina Gordevich-Lowes
DESIGN LEAD: Stephen Arevalos
MODELS: DNA_Indira Scott, Elite_Sean Levy, SOCIETY_Nataliya Bulycheva, ELITE_ Yoonmi Sun
LOCATIONS: Tri-State area
STORY: Men’s Designer
PHOTO: Arnaud Pyvka
ART DIRECTOR: Lori Stadig
COPY LEAD: Selina Gordevich-Lowes
DESIGN LEAD: Stephen Arevalos
MODELS: IMG_Zheng Zhang, SOCIETY_BABACAR N’DOYE, SOCIETY_LANDER DALTON
LOCATIONS: Tri-State area
STORY: Alternative Evening
PHOTO: Guy Aroch
ART DIRECTOR: Pamela Libonati/Malcolm Hall
COPY LEAD: Selina Gordevich-Lowes
DESIGN LEAD: Lisa Garcia
MODELS: WOMEN_Valerie Scherzinger, WOMEN_ Nyasha Matonhodze, MUSE_Jocelyn Corona, MARILYN_Awuor Dit, ELITE_Carlotta Kohl
LOCATION: Lotte New York Palace, Beauty + Essex, Grand Boucherie
STORY: Color
PHOTO: David Roemer
ART DIRECTOR: Malcolm Hall
COPY LEAD: Matt Hudak
DESIGN LEAD: Lisa Garcia
MODELS: Society_Ysuanny Brito, Lions_Valentina Sampaio, Wilhelmina_Emma Gu, Muse_Jocelyn Corona, Ford_Christina Kruse,
LOCATION: New York city streets
STORY: Jewelry
PHOTO: Yulia Gorbachenko
ART DIRECTOR: Lori Stadig/Tim Flannery
COPY LEAD: Matt Hudak
DESIGN LEAD: Jennifer Hart
MODELS: Aliana King
LOCATION: Studio
STORY: Coats_ Women and Men’s
PHOTO: David Roemer
ART DIRECTOR: Lisa Dotson
COPY LEADS: Matt Hudak and Selina Gordevich-Lowes
DESIGN LEAD: Stephen Arevalos