Neiman Marcus is incorporating their high-end fashion with the luxury of travel to grab the attention of younger consumers—especially with the popularity of travel influencers. The Dallas-based retailer unveiled their latest campaign ‘The Art of Travel’ partnering with Tourism Ireland, Tourism Authority of Thailand, Audley Travel and MSC Cruise to offer sightseeing tips along with their exclusive designer collection.
Professional photographers such as Phil Poynter and Agata Pospieszynska captured original shots for Neiman Marcus’ spring book with a travel guide suggesting various cities to discover such as Bangkok. The travel diary features restaurants, lounges, street eats, hotels and favorite spots to visit like the Wat Phra Kaew temple.
Consumers can not only see ‘The Art of Travel’ online, but they’ll have hands-on participation through in-store activations that will take place in their stores at Hudson Yards in New York City, Beverly Hills and NorthPark Center in Dallas. The stores will be transformed into travel hubs by window displays and “interior presentations with vitrines and visual towers.”
Other retailers have tapped into the travel sector. In January, fellow upscale brand Nordstrom launched a pop-up shop featuring Away suitcases. They offered four standard suitcases in Nordstrom-only colors, accessories and other handy travel items. Looking at Away’s Instagram page, you’ll see curated pictures of various cities worldwide mixed in with images of their products.
Now, Neiman Marcus is taking it a step further to venture deeper into the travel sector. The company already has a “for a getaway” occasion option for women’s clothing on their site.
“Through The Art of Travel, we are bringing the spirit of travel and the magic of fashion together for our customers in an innovative and experiential way,” said Theresa Palermo, senior vice president of brand marketing and public relations at Neiman Marcus Group in a statement.
“We are inspiring our shoppers and engaging them at every touch point, both in stores and online. The Art of Travel will be an immersive experience for our customers, offering them insider travel tips from notable fashion designers, engaging in-store events with brand partners, and an impressive collection of exclusive products.”
This campaign could be an attempt to not just get Millennial consumers, but a way to save itself. The retailer just announced it would get three more years to transform its business. The company reached an agreement with bondholders and the repayment deadline has been pushed to 2023. After two leveraged buyouts, Neiman Marcus was consumed with debt and they haven’t been able to pay off its approximately five million dollar IOU.