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Bizarro World Welcomes Neiman Marcus and Target

After learning that luxury retailer Neiman Marcus was conducting a joint venture with mass merchant Target, a few questions popped into my mind.


How many “years” does it take to become synonymous with “luxury”?

How many “days” does it take to tarnish that reputation?

I had additional questions as well, but I think you get my point.

 

Comingling of designer brands is one thing.  But making a huge public display of it is another matter entirely.  For Target, it gives the appearance of offering higher quality brands and merchandise.  I fully understand that strategy.  But what does this arrangement say for Neiman Marcus.  Are they saying, “consumers no longer have to shop at Neiman Marcus because they can buy the same brands at Target”?  That is what is ringing in my ears when I keep seeing billboards and commercials.

Some people may say that this was beneficial to Neiman Marcus because it allowed them to advertise nationally at a lower cost than they would have had to pay if they went at it alone.  However, it is of my opinion that the commercials have potential to cause more damage than good. 

 

My assumption is:

consumers that can afford to shop at Neiman Marcus shop at BOTH Target & Neiman. 

consumers that shop only at Target, possibly cannot afford to shop at Neiman Marcus. 

IF my assumption is correct, how is Neiman gaining consumers from this marketing strategy?  Which consumer in America is anxious to pay more?  I hate to break it to you, but rich people are not stupid.

 

OK, I must admit, my assumptions can be incorrect.  However, I am really very confused by this marketing campaign.  It appears to be very one sided.  If I owned Target, I would give me marketing department a bonus.  If I owned Neiman Marcus, I would pass out the pink slips.

 

I wonder when Rolex and Rolls Royce, will merge a marketing campaign with Walmart.  Hopefully, never…

 

What is your opinion of this Neiman Marcus and Target advertising campaign?

By the way, you may be interested in reading the recent post by Christina-Lauren here on the Fashion Industry Network regarding the Top 10 Gifts from Target and Neiman Marcus Holiday Collection.

The photo that I used in this blog post is one that I took of a billboard advertisement in New York City last week.  I thought it was interesting that the model looked as shocked as I did.  Is that the expression that she made that she was told she would be in a Nieman Marcus ad, but it would also include a Target logo?

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