Neiman Marcus Transforms Fall Book into Interactive Digital Experience

Lisa Johnston
Senior Editor
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Neiman Marcus has reimagined its Fall Book campaign into a digital experience.

The State of Mind campaign provides ongoing editorial content and access to such personalized services and experiences as personal appointments in-store or online, curbside pickup, virtual events and complimentary matching with Style Advisors.

Stories will give customers insight into the inspiration behind the key pieces, designer collections and trends they should expect to see throughout the season. Future content will include information on how shoppers can access new services from the retailer, and Neiman's will also feature a Focus on Diversity chapter that highlights Neiman's brand partners of color.

The Stylist Match is a new way for customers to find the right Style Advisor for them. Customers are invited to find their “style soulmate” by answering a few simple questions about their lifestyle, personal style and needs.

Customers can experience the Fall Book campaign across multiple Neiman's marketing channels, including paid media, native content, owned platform content, physical environments, and in-store and online experiences.

The company also launched a digital hub earlier this year.

"Neiman's State of Mind is rich in story, and showcases a world of fashion, luxury, and service experiences to customers in a more emotive way," said Lana Todorovich, president and chief merchandising officer, Neiman Marcus. "Neiman's State of Mind celebrates the moments that make fashion magical, promising that shopping continues to be personal, elevated, and innovative. We look forward to building stronger brand engagement and deeper customer relationships through this innovative campaign."