Neiman Marcus Rebrands Contemporary Departments as CUSP

In Marketing, eCommerce, What's New, Industry News by Lauren Parker, Accessories Magazine

Dallas–Neiman Marcus is definitely on the cusp of a new age of branded retail integration.

The specialty chain announced today that it will brand the contemporary departments within each of its 42 stores as CUSP shop-in-shops as well as on NeimanMarcus.com/CUSP.

This rebranding is a deliberate tie in to the company’s six freestanding CUSP stores and Cusp.com e-commerce site.

CUSP was launched in 2006 with two freestanding stores offering contemporary apparel, shoes, handbags and accessories in a boutique environment.

“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 Jim Gold, Neiman Marcus’ president, specialty retail.

Boutique-Like Atmosphere

It’s not just the Neiman Marcus contemporary departments that are changing; the site Cusp.com will also be updated with a new, boutique-like atmosphere to appeal to fashion-forward customers seeking the latest in contemporary apparel and accessories.

“CUSP has a distinctive look and attitude, from the merchandise offering to the store vibe,” says Gold. “CUSP is for fashion savvy customers who prefer to curate an individual style by mixing and matching ready to wear and accessory collections and items across all price ranges. Our goal is to give our contemporary customer a fun, unique, modern and unexpected shopping experience.”

To offer a “welcoming, fun and modern environment,” the stores have updated audio and visual elements as well.

Vendors featured include, Alice + Olivia, Helmut Lang, DVF, Rag & Bone, A. L. C., Vince, Theory, Alexander Wang, and Phillip Lim.

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