Neiman Marcus’ Flight of Fantasy for the Holiday Season
Neiman Marcus is doubling down on fantasy.
The luxury retailer has unveiled what’s widely anticipated each year — the Neiman Marcus Fantasy Gifts. It’s always an uber-luxurious often over-the-top array of one-of-a-kind products, rare finds and unusual experiences. The Neiman Marcus Fantasy Gifts is a long-standing tradition at Neiman Marcus, started in 1959 by the late, legendary Stanley Marcus.
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The most expensive fantasy gift in this holiday season’s assortment is an exceptional 18th-century royal carriage that belonged to King Charles III of Spain. It will be shipped to the States and displayed in Neiman Marcus’ Beverly Hills store. It’s what everybody dreams of owning and riding around town in.
On the experiential side, Neiman’s is offering personalized styling around Paris, accompanied by Marylin Fitoussi, the costume designer from the series “Emily in Paris.”
Neiman’s is also offering a one-of-a-kind Messika necklace paired with a trip to Our Habitas Namibia, a luxury eco-lodge on a private nature reserve in Namibia. The gift includes a flying photographic safari with award-winning photographer and filmmaker Ami Vitale, and a visit to the Messika diamond polishing facility.
Meanwhile, Neiman’s holiday marketing is tuned right into the fantasy theme.
“We’re channeling optimism, nostalgia and the warmth of the holiday season behind fairy tales and things that bring you back to childhood fantasy,” said Nabil Aliffi, chief brand officer of Neiman Marcus.
Fairy tales written in the early years of the 20th century have inspired the imagery in the campaign, as have opera and theater to some extent. In one story line, inspired by “Alice in Wonderland,” the protagonist seen in a whimsically designed living room gets a mysterious invite, which opens to reveal the signature Neiman Marcus butterfly motif, for a magical winter adventure that concludes with a wonderful dinner with loved ones. It’s all about “receiving that invitation to dream,” Aliffi said.
He said the holiday campaign is on social media, that it’s woven through the Neiman Marcus Holiday Book, appears on Neiman’s digital channel, inside Neiman’s stores and in their store windows. It’s also “peppered through our events and experiences,” Aliffi said. Neiman’s holiday book begins reaching homes on Oct. 20.
“The storytelling was inspired by the theatrical traditions and folklore during the period that the brand was founded,” said Aliffi. “Through our comprehensive 360-degree marketing strategy, we will take our customers on a remarkable journey that transcends traditional shopping, immersing them in a world of fantasy both in-store and online.”
Neiman’s 2024 fantasy gift assortment also includes:
A visit to Ginori 1735 in Florence to experience the art of crafting fine porcelain.
Getting the VIP treatment at Manolo Blahnik in London for shopping and going behind the scenes of the luxury shoemaker.
Miron Crosby custom “celestial” boots inspired by the night sky in West Texas, and a reading from the astrologer to the stars, Rosie Cutter.
A Judith Leiber couture crystal mahjong set and handbag.
The fantasy gifts will be spotlighted with activations in Neiman Marcus stores involving personal appearances, fireside chats and interactive events. Last year’s fantasy gifts included an opportunity to join Team USA with Ralph Lauren at the Olympic Games in Paris, and a voyage on a yacht for a high-end jewelry treasure hunt through Indonesia.
With each fantasy gift sold, Neiman’s makes a donation to The Heart of Neiman Marcus Foundation for philanthropy, community outreach, supporting youth involvement in the arts, and other causes. The retailer is also continuing its long-standing partnership with the Boys & Girls Clubs of America through a point-of-sale fundraising campaign and seasonal hiring initiatives that help graduating club members begin careers with Neiman Marcus.
Neiman’s kicked off its holiday campaign a week earlier than last year in response to there being five fewer shopping days between Thanksgiving and the day before Christmas this year.
Inside the holiday book, more than 300 brands are highlighted including The Row, Schiaparelli and Dunhill. Photos were taken by South Korean photographer Cho Gi-Seok.
A regular feature in Neiman’s holiday book is The Achievers section, which profiles accomplished individuals. The latest holiday book has features on Academy Award-winning costume designer Colleen Atwood, known for her work with Tim Burton and the new “Beetlejuice” movie; Jon Chu, who is directing the movie version of “Wicked” and directed the movie “Crazy Rich Asians,” and Tamara Rahaminov, Nicol Goldfiner Barlev and Melanie Goldfiner Goldberg — the multigeneration family of Rahaminov Diamonds.
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