Neiman Marcus 2014 Annual Report Download - page 7

Table of Contents
Last Call. Last Call is an off-price fashion goods retailer. Our customers purchase merchandise through our 43 Last Call stores and our website,
lastcall.com. Merchandise offered under our Last Call brand includes, among other things, end-of-season and post-season clearance goods sourced directly
from our Neiman Marcus and Bergdorf Goodman brands or other off-price merchandise purchased from designers for resale.
Horchow and CUSP. We also operate the Horchow brand, which offers luxury home furnishings and accessories primarily through horchow.com and
print catalogs, and the CUSP brand, which offers contemporary fashion merchandise targeted to younger customers through CUSP.com and five stores.
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We have a longstanding heritage of providing the highest level of personalized, concierge-style service to our customers through our experienced
team of sales associates. We believe our superior customer service enables us to cultivate long-term customer relationships and build strong loyalty to our
brands. We are committed to providing our customers with a premier shopping experience at all of our brands, whether in-store or through our online
platforms, through the following elements of our comprehensive customer service model:
• omni-channel marketing programs designed to promote customer awareness of our offerings of the latest fashion trends;
• our InCircle loyalty program designed to cultivate long-term relationships with our customers;
• our proprietary credit card program facilitating the extension of credit to our customers;
• knowledgeable, professional and well-trained sales associates; and
• customer-friendly websites.
We believe we offer our customers fair and liberal return policies consistent with the practices of other luxury and specialty retailers and generally
more favorable than designer-owned boutiques and websites. We believe these policies help to cultivate long-term relationships with our customers.
Marketing Programs. We conduct a wide variety of omni-channel marketing programs that allow us to engage with our customers in multiple ways.
We use our marketing programs to develop and maintain relationships with customers, communicate fashion trends and information and generate excitement
about our designer brands. The programs include in-store and online events, social promotions and targeted communications leveraging digital and
traditional media.
We maintain an active calendar of events to promote our marketing programs. The events, many of which are connected to our InCircle loyalty
program, include integrated in-store and online promotions of the merchandise of selected designers or merchandise categories. We also hold seasonal in-
store and online trunk shows by leading designers featuring the newest fashions from the designer and participate in charitable functions and partnerships in
each of our markets. Trunk shows and in-store promotions at our Neiman Marcus and Bergdorf Goodman stores feature a variety of national and international
designers such as Chanel, Prada, Tom Ford, Lanvin, Oscar de la Renta and Christian Louboutin.
We maintain social media platforms for Neiman Marcus, Bergdorf Goodman and MyTheresa on blogs, Twitter feeds, Instagram accounts, Pinterest
boards and Facebook pages. Social content includes insider fashion news, designer profiles, product promotion, customer service and event support. Posts
and replies to customers are updated multiple times per day. Each platform is designed to reinforce our position as a fashion leader as well as to highlight the
expertise and insider knowledge of our fashion directors and merchants.
Through our print media programs, we mail various publications to our customers communicating upcoming in-store events, new merchandise
offerings and fashion trends. In connection with these programs, Neiman Marcus produces The Book approximately eight times each year. The Book is a
high-quality catalog featuring the latest fashion trends that is mailed on a targeted basis to our customers, with a printing in fiscal year 2015 of approximately
1.7 million copies. Our other print publications include the Bergdorf Goodman Magazine, the MyTheresa magazine and specific designer mailers.
In addition to print publications, we leverage our websites and online advertising through banner ads and paid searches to, among other things,
communicate and connect with customers seeking fashion information and products online. We believe that our online and print catalog operations
complement our full-line retail stores and enable our customers to choose the channel that best fits their needs at any given time.
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