.neimanmarcus is taking its long-standing partnership with Brunello Cucinelli to another level with a “360-degree” campaign called “Muse of the West,” which launches Monday.
“We are crafting a very unique path in terms of how we engage with customers,” said Lana Todorovich, president and chief merchandising officer of Neiman Marcus. “It’s an integrated model, with our stores, online and remote selling channels. It’s not the luncheons or pop-ups of the past. It’s a different scale of engagement, with different ways to engage customers.”
The strategy, or its first manifestation, began with the three-week Prada Coast installation at the Neiman Marcus store in the NorthPark Center in Dallas in June 2021. The setup recreated an Italian beach, with LED walls with live crashing ocean waves, sand, lifeguards, gelato and Prada’s summer collection set in a 2,200-square-foot installation on the main floor, and buoyed by engagements elsewhere in the store.
“Brunello Cucinelli and Neiman Marcus has been evolving for more than 20 years,” said Massimo Caronna, the president and chief executive officer of Brunello Cucinelli North America. “Neiman’s is our number-one retail client – our top retailer worldwide. In 2018, 500 Neiman’s associates visited Brunello Cucinelli headquarters in the small town of Solomeo, Italy, as well as Cucinelli factories, for four days of learning the Cucinelli way and culture. “We have the same values in our approach to business and relationship building, and we feel they truly understand the essence of Brunello Cucinelli,” said Caronna.draws inspiration from the American West with a decisively Italian twist.
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