WWD Digital Daily

Neiman’s Summer State Of Mind With Givenchy

The luxury retailer is offering exclusives from Givenchy's Plage collection, evoking Hubert de Givenchy's beachwear legacy and his elegant retreat on the French Riviera.


Neiman Marcus has launched the

Plage Collection from Givenchy featuring exclusive products and a summer-inspired installati­on at the retailer's NorthPark Center store in Dallas.

The assortment consists of nearly 50 styles from both men's and women's categories, including 12 exclusive women's ready-to-wear styles "made specially with Neiman Marcus customers in mind," Neiman's indicated in its announceme­nt of the partnershi­p.

The collection is available in 11 stores, online, through social media channels, and Neiman's associates via remote selling.

Neiman's spotlights the Plage line with a cabana installati­on done in ocean blue and floor-to-ceiling raffia Givenchy logo, through May 30.

Ideated by Matthew M. Williams, creative director of Givenchy, Plage gives a nod to Hubert de Givenchy's beachwear legacy and his elegant retreat on the French Riviera. The result is a modern and sporty collection that revisits Givenchy signatures and presents seasonal variations on accessorie­s.

As part of the luxury retailer's strategy to meet customers where they choose to shop, Plage is available across all three facets of Neiman's integrated retail model: in stores, online and through remote selling with Neiman's associates. Neiman's style advisers are also empowered to interact with customers through the retailer's proprietar­y remote selling platform called Connect.

The Givenchy partnershi­p is the latest example of Neiman's ongoing "retail-tainment" strategy involving working with brands and designers to come up with imaginativ­e and often complex experience­s and presentati­ons for shoppers that go beyond the usual retail theater. The playbook focuses on exclusive products across multiple categories, immersive experience­s for shoppers, and appearance­s by designers.

The first manifestat­ion of the strategy was the three-week Prada Coast installati­on at Neiman's in NorthPark in June 2021, recreating an Italian beach, with LED walls with live crashing ocean waves, sand, lifeguards, gelato and Prada's summer collection set in a 2,200-squarefoot installati­on on the main floor, and buoyed by engagement­s elsewhere in the store. There have been other retailtain­ment experience­s, among them a Burberry takeover at Neiman's in the Lenox Square mall in Atlanta; a Loewe takeover at Neiman's on Rodeo Drive in

Los Angeles, and an exclusive Brunello Cucinelli capsule collection by sisters Camilla Cucinelli and Carolina Cucinelli, with a day at a ranch in Texas.

“We continue to bring differenti­ated experience­s to our customers, inspiring and engaging them with our curated product assortment­s and exclusive activation­s,” said Lana Todorovich, chief merchandis­ing officer, Neiman Marcus. “Givenchy is a longstandi­ng brand partner and we are excited to bring a taste of summer in the south of France to our stores and digital channels through the Plage collection.”

 ?? ?? The Givenchy Plage installati­on at Neiman Marcus.
The Givenchy Plage installati­on at Neiman Marcus.

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