Adweek | For Neiman Marcus, the Fall Season Is Off to an Early Start

The luxury banner's new campaign points to a new normal that is equal parts travel, outdoors and, yes, still at home
Press August 19, 2021

While the end of summer is a little more than a month away, for Neiman Marcus the fall fashion season begins today.

To mark the start of what is the most important time of year for luxury brands, the retailer unveiled its fall campaign, “Re-Introduce Yourself.”

The messaging “encourages customers to embrace how they, the world and Neiman Marcus have changed and evolved over the past year,” according to Neiman Marcus.

Dimensions of the Campaign

It begins with a takeover of Neiman Marcus’ homepage. It’s something the brand has never done before, but felt it was the best way to create an interactive experience for its customers. The campaign will also appear in stores and various media including fashion magazines, paid social and streaming platforms such as Hulu.

To create the campaign, Neiman Marcus’ in-house creative team worked with its marketing team and merchants. A video, produced by The Mill and directed by Anais Larocca, will air in 60-, 30- and 15-second versions beginning Aug. 18.

In all, the luxury fashion purveyor plans to run the creative for the next three months, rolling it out in chapters as part of an overall story.

With full production executed by The Mill. 

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