Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. ~ David Ogilvy
This year Target is employing a new holiday promotion strategy, teaming up with Neiman Marcus to offer exclusive high end merchandise. As Laura Heller of Forbes notes the holiday collection is a result of Target’s year-long shift towards multichannel retailing. And as indicated by Vanderbilt University’s Marketing Professor Steven Posavac during an interview with Nightly Business Report’s Tom Hudson, Target is getting the better end of the branding deal. There’s a potential upside for Target, appeal to shoppers’ luxury aspirations, while there’s an inherent downside for Neiman Marcus, a loss in brand exclusivity.
Target is venturing that the Neiman Marcus collection will drive momentum forward from the early days of the Black Friday start to the final days of the Christmas shopping season notes Thomas Lee of the Star Tribune. In addition, according to Target’s Chief Marketing Officer Jeffrey Jones, the future lies in creating content that will enthusiastically be shared by brand evangelists. Further, Macy’s CEO Terry Lundgren recognizes the rise of the omni-channel consumer in his recent interview with Ruben Ramirez of NBR, which makes the case for appealing to shoppers online. YouTube’s Target + Neiman Marcus Holiday 24 Collection video is one such example of shareable content, which by the way shows the designers are poised to benefit from their association as well.
So, what do you think of Neiman Marcus and Target’s collaboration? How do you interact with retailers? Share your thoughts about your favorite brand partnerships.
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