RAPAPORT... Neiman Marcus is rebranding all contemporary departments within each of its 42 stores as CUSP shop-in-shops.
The retailer first launched its CUSP brand in 2006 with two freestanding stores that offered customers a contemporary assortment of apparel, shoes, handbags and accessories in a boutique environment. The brand has since grown to include six CUSP stores and CUSP.com.
"Integrating our free-standing specialty store concept, CUSP, into our full-line stores and e-commerce site, allows us to bring fresh energy and excitement to our contemporary business, and continue the progression of our omni-channel transformation," said Neiman Marcus's president of specialty retail, Jim Gold. "From the merchandise offering to the store vibe, CUSP has a distinctive look and attitude."
The branding is aimed at fashion savvy customers who curate individual style by mixing and matching ready to wear and accessory collections and items across all price ranges. Gold noted that the company's goal is to give the retailer's contemporary customers a fun, unique, modern and unexpected shopping experience.
The company plans to update all contemporary departments as well as CUSP.com with new boutique-like elements. Featured vendors of the brand include, Alice + Olivia, Helmut Lang, DVF, Rag & Bone, A. L. C., Vince, Theory, Alexander Wang, and Phillip Lim. The company will also renew audio and visual elements.
The Neiman Marcus Group operations include the specialty retail stores segment and the direct marketing segment. The specialty retail stores segment consists primarily of Neiman Marcus and Bergdorf Goodman stores. The direct marketing segment conducts both print catalog and online operations under the Neiman Marcus, Horchow and Bergdorf Goodman brand names.
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