Neiman Marcus Taps Into The Travel Vertical

Neiman Marcus is expanding its horizons with travel this spring – though not by going anywhere itself. Instead, the department store has announced it will be unveiling its latest campaign in March, titled “The Art of Travel.”

According to reports, the themed offering will offer 500 travel-themed exclusives including items like handbags, fine apparel and beauty and wellness products, all of which will be offered from March until May. In addition, the store has partnered with Tourism Ireland, Tourism Authority of Thailand, Audley Travel and MSC Cruises to capture photographs and other original content from around the world.

To take part in the action, consumers can look to Neiman Marcus’ spring book, which will feature travel guides and suggested itineraries. Consumers will also be able to touch the campaign in the physical store, with “travel-friendly products” and in-store “activations.”

The trend comes as Neiman Marcus looks to capture the rising wave of travel and leisure, particularly among younger consumers. The expansion for Neiman’s comes as a natural fit with its offerings of luxury and high-end consumer goods.

Neiman’s is not the first upscale brand to tackle this ground. Nordstrom last month launched a travel-themed pop-up shop featuring Away suitcases, alongside items like neck pillows, facial towelettes, eye masks and guidebooks. The Neiman’s offering tackles some similar ground, though it is geared more toward apparel and fashion. It is also more integrated with the brand’s full-time offerings – the women’s department already offers a selection of women’s clothing marked “for a getaway.”

The move comes as Neiman Marcus is looking to renegotiate its debt with creditors and push off a turn-around attempt known as an “ignite to win” push, with a goal of growing sales to $700 million over the next five years.