Neiman Marcus Expands to New Categories, Offering Exclusive Product and In-Store Activations with Ferragamo for Luxury Customers.
The luxury retailer increases points of distribution as the Italian fashion house unveils a new dawn for the brand.
Neiman Marcus is partnering with Ferragamo for a unique expression of the luxury fashion brand that comes to life through activations and exclusive product offerings as part of luxury retailer’s strategy. Neiman Marcus, in partnership with Ferragamo, announces the addition of the women’s ready-to-wear category concurrently with the luxury fashion house’s debut collection from new Creative Director Maximilian Davis.
Ferragamo fashion house is activating in-store moments, customer experiences and is offering exclusive product to Revolutionize Luxury Experiences for the Neiman’s customer. Seven stores across the country will host pop-up installations and feature store windows and visual displays that bring Ferragamo’s new and unmistakable red Pantone color across varying interpretations. The shoppable installations showcase items in vitrines, which are filled with sand dyed in Ferragamo red.
The relationship between Neiman Marcus and Ferragamo dates back over 50 years. Through the category expansion, Neiman Marcus will have six exclusive men’s and women’s looks from the Spring/Summer 2023 collection, and a selection of wholesale exclusive handbags.
“We have an incredible history with Neiman Marcus,” says Daniella Vitale, CEO Americas. “Our founder, Salvatore Ferragamo won the Neiman Marcus Award in 1947, followed by his daughter Fiamma Ferragamo in 1967. They have long held a unique position in luxury with a loyal client and excellent customer service. With deep roots between us, we are thrilled to partner with Neiman Marcus in a way that brings Ferragamo into the future and is reflective of the brand’s new modern look under the creative direction of Maximilian Davis.”
Davis’ debut collection shows his fresh vision for the fashion house, which recontextualizes–for the modern era–Ferragamo’s longstanding relationship with Hollywood. The collection is imbued with an atmosphere of ease and sensuality, thematically tying the idea of a sunrise’s symbolic clean slate to a sunset’s glowing familiarity.
“The sand relates to Ferragamo, to Hollywood, to the ocean – but also to me, and to my own DNA,” explains Davis. “To what the sea means to Caribbean culture: a place where you can go to reflect and feel at one. I wanted to show that perspective, but now through the Ferragamo lens.”