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7 Dec

Neiman’s Spotlights Ski and Snowboard Wear

Neiman Marcus, searching for to fill “white space” in its assortment and cater to a more lively side of the lifestyles of its affluent clientele, has launched a “Ski Getaway” assortment at seven stores and online.

The assortment includes jackets, puffers, ski pants, sweaters, boots, googles and other accessories and showcases 80 ski and snowboard brands and a complete of 760 styles.

Several of the brands are being introduced to Neiman’s for the primary time, amongst them Cordova, Erin Snow, Fusalp and Goldbergh. 

“It is a whole different lifestyle approach to fashion for us. First for this winter, we’re introducing ski, and second we’ll take a beach vacation approach for summer,” Lana Todorovich, president and chief merchandising officer for the Neiman Marcus Group, told WWD.

“The ski category will not be nearly being within the mountains on the slopes. It transitions onto the streets and into on a regular basis life,” Todorovich said.

The Ski Getaway presentation is a byproduct of what Todorovich called an “overarching strategy, principally involving listening to our customers. We use a number of customer insights, and we’ve learned that the most important drivers for purchasing by our customers are newness and travel.

“There’s also this renewed interest in ski and snowboard that we saw emerge throughout the pandemic,” as people looked to flee being cooped up at home, she added.

“There is admittedly a possibility to handle this lifestyle need and proceed to strengthen relationships with customers through curation. Relationships are more necessary than transactions. Curation is more necessary than consumption.”

Styles inside the Ski Getaway assortment, she added, marry function with fashion.

Ski Getaway presentations, at as much as 2,500 square feet in size, have been installed at Neiman’s stores within the NorthPark Center in Dallas; Fashion Island shopping mall in Newport Beach, California; Michigan Avenue in Chicago; Tysons Galleria in McLean, Virginia; the Mall at Short Hills in Latest Jersey; Roosevelt Field shopping mall in Garden City, Latest York, and the Cherry Creek Shopping Center in Denver. Three locations have gondolas, adding to the wintry backdrop.

A gondola is a component of the Ski Getaway presentation.

JONATHAN ZIZZO

Other Neiman’s stores also carry some ski and snowboard wear but not with the concentrated focus Ski Getaway approach. Distinguishing features of the “Ski Getaway” assortment include the variability of brands represented and the variety of head-to-toe looks available multi functional spot in the shop.

Among the many brands included on this ski and snow assortment are Fusalp, founded in 1952 within the Alps region of France; Goldbergh, which launched in 2009 and is thought for mixing high-fashion with sportswear design; Perfect Moment, which combines high-performance materials with updated silhouettes in daring colours; Erin Snow, founded on the idea that a woman’s ski suit should help her feel confident and empowered on the slopes; Bogner, launched in Germany in 1932 and providing suits that help skiers perform, and Cordova, which prides itself on being environmentally responsible and  originated on the slopes of Sun Valley, Idaho, in 2014.

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