What: Neiman Marcus is lifted up thanks to a refreshed base of luxury shoppers.

Why it is important: Younger, omnichannel and shopping in all stores, sensitive to marketing and buying leading brands: the dream?

Geoffroy van Ramedonck, the CEO of Neiman Marcus, has noted that upper-income shoppers have lifted results in the department store company, and took note of 5 new traits :

• They are on average 7 years younger (60% of the customer base is Gen X, Millenials or Gen Z),
• Acquired customers spend at least $10,000 a year, and 1 out of 6 comes back within 90 days,
• They are buying top 20 brands that are up 70% from prepandemic levels,
• They are everywhere (no store is left behind),
• They are sensitive to brand activations such as the Prada popup which generated $10m in 2 days.

According to van Ramedonck, overall sales are up +30% vs. Q1 LY.

5 things Neiman Marcus’ CEO discovered about luxury shoppers