A new-for-fall marketing campaign from Neiman Marcus dubbed Live Your Luxury, emphasizing pride and living in the moment, will reach out to affluent consumers through multiple channels including a Fall Book, events, digital content and videos.
In the just-launched campaign, Neiman Marcus uses product-focused chapters including the flagship fashion story, The Art of Fashion, that features sonically inspired shots of the season’s most coveted ready-to-wear from global luxury brands such as Fendi, Dior, Prada, Chanel and Gucci. In total, Live Your Luxury includes 418 brands across home, women’s, men’s, children and beauty.
The campaign’s colorful, energetic, humorous and engaging video vignettes demonstrate that luxury is not something stuffy, the retailer asserted, or to be preserved for a perfect moment. Rather, Neiman Marcus insists, luxury is for the here and now, so shoppers should live it up.
The video advertising showcases key elements of Neiman Marcus’ value proposition, including relationships, assortment, curation, inclusivity and how the retailer’s style advisors inspire customers to live their luxury.
“This campaign signals a reimagined perspective of luxury, which, ultimately, means something different and often very personal to the individual,” Daz McColl, chief marketing officer, Neiman Marcus, said in announcing the campaign launch. “It is not just about styles or trends, and the unspoken expectations that come with them. It’s about how you wear a piece or a look, when you wear it, why you wear it, and what it means to you. It is about imbuing luxury as a mindset and a prism within our daily paces, and embracing it all.”