What: Neiman Marcus rebrands its historic 98-year-old "Christmas Book" gift catalogue to "Holiday Book," sparking internal debate about tradition versus inclusivity amid broader company changes.

Why it is important: The internal response to this marketing shift reveals deeper tensions within retail organizations as they navigate cultural transformations while preparing for major corporate restructuring.

Neiman Marcus has made a significant change to its retail tradition by rebranding its 98-year-old "Christmas Book" gift catalogue to "Holiday Book." This subtle yet meaningful shift marks the first such change in the catalogue's history, which had been previously defended by the company's leadership as an integral part of their legacy. The decision represents a departure from the company's 2021 stance, when Chief Marketing Officer Daz McColl had emphasized the Christmas Book's role in tradition and celebration, stating it wasn't "exclusionary in any way." The rebranding, explained as a move to welcome customers of all backgrounds, religions, and traditions, has sparked controversy within the organization, particularly among seasoned employees at the Dallas headquarters. The timing of this change, coinciding with a period of significant corporate restructuring and a pending $2.65 billion deal with Saks Fifth Avenue, has amplified internal concerns. Employees have expressed frustration not only about the change itself but also about the communication process, with many learning about the rebranding through media reports rather than internal channels.

IADS Notes: Neiman Marcus's decision to rebrand its 98-year-old "Christmas Book" to "Holiday Book" reflects broader organizational changes within the company. This shift comes at a time when the retailer has been actively working on inclusivity initiatives, evidenced by their perfect score in the Human Rights Campaign's Corporate Equality Index in January 2024 . The rebranding aligns with CEO Geoffroy van Raemdonck's November 2023 vision of building a culture based on "love, authenticity, and embracing diversity" . However, this change has created internal tension, particularly as it coincides with broader organizational uncertainties surrounding the pending USD 2.65 billion Saks merger . The company's October 2024 holiday campaign, focusing on "fantasy and nostalgia" rather than traditional Christmas themes , further demonstrates this delicate balance between maintaining heritage and embracing inclusive marketing strategies.

Neiman Marcus 'bans' the word Christmas from its almost century-old gift catalogue to the fury of its workers