Neiman Marcus Uses a Veronica Beard Founder Event to Turn Fall Fashion Into In-Store Service

The Dallas-area event put the founders next to their product inside the department store, rather than relying on a campaign display alone. Neiman Marcus also offered a gift with purchase and hosted a brunch.

Turning a Campaign Into a Store Visit Veronica Beard’s Trailblazer campaign already places its blazers at the center of the fall collection. The brand’s own campaign materials describe a Trailblazer Atelier for customers to put personal marks on a navy blazer.

This kind of partnership provides a reason to visit a physical location that is distinct from simply viewing the same products online. The retailer supplies the store and its client relationships; the brand contributes its founders, campaign narrative and personalization concept. The customer can engage with both at once.

A High-Touch Retail Partnership Neiman Marcus positioned the event as part of its client-experience work with brand partners. The event also demonstrates a practical use of the store’s fashion floor: a presentation, conversation and custom product moment take place beside the merchandise itself…