Neiman Marcus replaces Fall Book with digital content campaign

Dive Brief:

Neiman Marcus launched a fall campaign, Neiman's State of Mind, a digital hub which features curated collections and editorial content, as well as access to industry experts and designers, according to a Thursday press release. The campaign is a replacement for the retailer's Fall Book.
Through the campaign, customers will be able to engage with stories about designer collections, the inspiration behind certain products and trends for the season. They can also shop through the stories on the digital hub, according to the retailer.
The experiences offered in the campaign are in addition to Neiman Marcus' other services, including personal appointment shopping in-store or online, curbside pickup, virtual events and Neiman Marcus' style advisors pairing service.

Dive Insight:

Like other nonessential retailers, Neiman Marcus has faced financial hardship during the COVID-19 pandemic. The retailer filed for bankruptcy in May to restructure its debt, but not all of its creditors are satisfied with the deal. Its restructuring efforts are a plot point in the retailer's ongoing fight against debt and other legal troubles.

As part of its bankruptcy process, and in the shadow of the coronavirus pandemic, which has spurred in-store shopping restrictions and overall apprehension from customers, Neiman Marcus might permanently close four brick-and-mortar locations in Washington, D.C.; Walnut Creek, California; Palm Beach, Florida; and Bellevue, Washington.

The department store has in recent weeks turned to digital methods to connect with shoppers. In response to customers' fears of shopping in-store, the retailer in July debuted its online hub for providing tailored "luxury services and experiences." The Neiman State of Mind hub is another attempt at connecting with consumers as they navigate their new remote routines, the company noted in its press release.

"Our lifestyles have changed, our work has changed, our social lives have changed, but what hasn't changed is our ability to choose our state of mind," Lana Todorovich, president and chief merchandising officer of Neiman Marcus, said in a statement. She added that the company hopes to build "stronger brand engagement and deeper customer relationships through this innovative campaign."