We Get By with a Little Help from Our (Fashionable) Friends

October 11, 2012 - Article reads in
lifestyle
Neiman Marcus

We’ve had a crush on Neiman Marcus for ages—can’t resist that Southern charm.

And finally, after all these years, Target and Neimans are getting together for one legendary partnership. The duo created a limited-time only holiday collection by today’s top CFDA designers, available Dec. 1 in both Target and Neiman Marcus stores nationwide, and Target.com and NeimanMarcus.com.

Everyone has been talking about the collaboration, from magazine editors and bloggers to CFDA CEO Steven Kolb. And now, we’re catching up with Neiman Marcus.

Below, Wanda Gierhart, chief marketing officer, The Neiman Marcus Group, gives us the inside scoop.

Why did you think Target would be the right partner for this project?
WG: For decades, Target and Neiman Marcus have shared a commitment to incredible design and innovative retail experiences. Together we are able to harness the power of both of our brands to offer customers something truly unforgettable this holiday season.

How do you think Target and Neiman Marcus complement one another?
WG: As a mass retailer, Target’s volume helps keep costs down. Due to the large quantities they produce, coupled with their sourcing capabilities, they are able to offer guests well-designed products at affordable prices. And we had the editing experience in the luxury goods market.

What’s the most important thing to keep in mind when undertaking such a big collaboration between two retailers?
WG: Be flexible! Each brand brings a unique skill set to the table, so be sure to capitalize on those.

How has the experience working with Target been?
WG: Everyone we have worked with is positive, enthusiastic, creative and friendly. There must be something in the water!

What really makes this collaboration so unique?
WG: The quality of the product is outstanding and the collection of designers is unprecedented. This is truly a once-in-a-lifetime opportunity.

What do you think will surprise people the most once they see the product?
WG: Each piece reflects its designer’s unique point of view, but the category of goods they chose to design may surprise some people.

We hear the ad campaign is going to be unlike anything before, with help from heavy hitters like Quentin Jones and Karlie Kloss. Can you tell us about the vision for the ad campaign?
WG: It will truly be a unique campaign, just like this partnership. It will certainly inspire the customer to come see the collection.

What do you hope both Target and Neiman guests will get most out of this collaboration?
WG: I hope that some of our long-time customers will come to learn more about Target’s great design capability, and Target guests learn that Neiman Marcus can be a fun place to shop.

Without giving away any collection product, what designer pieces are you most excited for?
WG: So hard to choose. On our plane ride home from Target after seeing the final production samples, all our executives made a list of what we were buying—our lists were very long! There is one item in particular that is very colorful, and inspired from vintage tear sheets. It’ll be a fun way to get a little exercise after a holiday meal here in Dallas.

What excites you most about the holiday season?
WG: I love finding the perfect gift—something unexpected and not easily available for a friend or loved one. This collection of items will certainly be high on my list for gift giving.

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