Neiman Marcus Group, led by President and Chief Merchandising Officer Lana Todorovich, has successfully embraced the concept of pop-up retail experiences. In response to the Covid-19 pandemic, the luxury retailer had to adapt its approach and find innovative ways to engage customers online and through curbside shopping. As the retail world begins to slowly reopen, Neiman Marcus is now focused on bringing customers back to physical stores through immersive and experiential pop-ups.
Over the past year, Neiman Marcus has hosted more than ten pop-up retail experiences across its 37 stores. These pop-ups have featured exclusive collaborations and have been carefully designed to offer customers unique and exciting experiences. Todorovich refers to these experiences as “retailtainment” and believes they are a way to delight existing customers while also building relationships with new ones.
Although specific sales data was not provided, Todorovich mentioned that recent activations with brands like Prada Coast, Maison Francis Kurkdjian Merry Go-Round the World, Balmain x Barbie, and Tyler the Creator Golf le Fleur* and Cafe le Fleur* have been successful. One notable collaboration was with Golf le Fleur*, held at the Neiman Marcus store in Los Angeles. This pop-up introduced customers to the highly-stylized lifestyle brand and showcased products such as signature suitcase bags, fragrances, and nail polish sets. Tyler the Creator himself made an appearance at the pop-up, further enhancing the immersive experience.
Todorovich believes that customers are eager to attend in-person events and have fun again. She shared the enthusiastic response to a recent intimate luncheon held at the NorthPark store to celebrate the launch of the Balmain x Barbie pop-up. Customers dressed up and embraced the spirit of the collection, demonstrating their excitement for these types of experiences.
Neiman Marcus is committed to the integrated luxury retail model, where all channels are combined into one cohesive retail ecosystem. Todorovich emphasized the importance of building and strengthening customer relationships through experiential shopping, exceptional service, and high-quality products. To achieve this, the company gathers feedback from its 3,000 style advisors and utilizes proprietary tools to analyze customer behavior and preferences. This valuable information helps Neiman Marcus understand customer demand and make strategic buying decisions.
Looking ahead, Todorovich and her team are excited to introduce newness with their spring campaign ‘Looking Forward’, which will feature emerging and new brands. They also have plans to continue hosting pop-ups with well-known European luxury houses in the coming months. While the pop-ups may draw customers into the store, the goal is to create a fresh mix of products and experiences that will ultimately lead to increased sales.
Links:
– Business of Fashion: Neiman Marcus Merchandising Chief Lana Todorovich Discusses “Retailtainment”
– Neiman Marcus Official Website
