Neiman Marcus Offers ‘Retail-tainment’ With Exclusive Balmain Beach Club Line

The collection, priced from $1,250 to $4,150, is available at 10 of Neiman’s top stores, on neimanmarcus.com and via the luxury retailer’s stylists and sales associates working remotely with customers. The collection will be spotlighted digitally through a marketing campaign across neimanmarcus.com, the NM app and the retailer’s social media channels.

She described Balmain Beach Club collection as “a celebration of high summer living,” adding, “Balmain is bringing to Neiman Marcus the spirit and color of the south of France, and an exclusive collection of 14 styles. It has this very fresh summer palette with soft yellows, blues, whites and, of course, the house’s signature details. We are in love with the chain-strap dresses and knit dresses. We think they will be absolute bestsellers.

There have been other retail-tainment 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 and Carolina Cucinelli, with a day at a ranch in Texas. Typically, the installations/experiences stay up for two to three weeks and so far have involved several of Neiman’s top-selling vendors.

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