Neiman Marcus Christmas Book covers the fantasy spectrum from an RV to a $48,500 Russian sable coat
Did you think a pandemic and bankruptcy reorganization would lock Neiman Marcus out of the fantasy gift business? No chance.
The Dallas-based luxury retailer is back this year, fulfilling its 94-year tradition of creating exaggerated gifts for the vacation. The book has a lot going for it, but this year it adapts with the times with lots of clothes and items to hang out at home and ideas for luxury travel without the crowds.
The destinations of the fantasy journeys in the Christmas book 2020 are more remote than ever: the Perini Ranch in Buffalo Gap and the Sheldon Chalet in Alaska. There is no car this year, but there is a luxurious off-grid travel option. The Bowlus Endless Highway RV costs $ 255,000 and has an electrical system that can travel from Los Angeles to New York City and back on a single charge.
“This year everyone will have a different vacation,” said Geoffroy van Raemdonck, CEO of Neiman Marcus. The book addresses the reality that people are spending more time at home, he said.
Some of this year’s fantasy gifts have been given away over and over again, such as one month of wine for a year after a stay at Montage Healdsburg Vineyard in Northern California for a total price of $ 215,000.
A $ 185,000 trip to Perini Ranch includes an annual supply of beef from a Black Angus ox. Or, opt for a taste of this fantasy gift with the option of a $ 215 fillet and a $ 35 cookbook from the ranch. The steering is a nod to the origins of Neiman Marcus’ fantasy gifts: Stanley Marcus and his brothers added one to the 1959 catalog.
Neiman Marcus 2020 Christmas Book Cover. This year’s book is smaller with a total of 148 pages. In order to reach more customers, Neiman Marcus has increased the circulation this year by 100,000 to 750,000 books.(Neiman Marcus)
A year of pampering at home and at Canyon Ranch is $ 345,000. A playroom designed by Jonathan Adler costs $ 145,000. There is a fantasy gift available only to customers in the store’s InCircle loyalty program. It is a fully installed custom library curated by Assouline publisher with a “Travel From Home” theme and priced at $ 295,000. The book also states that free shipping will be faster for InCircle customers. More than 40% of the luxury chain’s sales come from InCircle customers who spend 14 times more annually than non-members.
Many of the fantasy gifts will be donated to the Boys & Girls Clubs of America at $ 10,000.
The Christmas book 2020 has 148 pages and is therefore smaller than the 300-page catalog of the previous year. However, Neiman Marcus said it had increased circulation by 100,000 copies to 750,000 this year in an effort to reach more customers.
Statement jewelry comes from several designers such as David Yurman, Anita Ko, Nikos Koulis, Elizabeth Locke and Roberto Coin. A Chanel diamond watch limited to 50 pieces is priced at $ 14,300.
The book includes casual jackets and hiking shoes, but also a Russian sable coat from Gorski valued at $ 48,500.
Casual clothing and loungewear are more important than evening dresses and tuxedos this year.
This Neiman Marcus Christmas Book has a wide range of price points, from $ 135 bedhead vacation pajamas to $ 3,495 kiton sweatpants. There is no special present for him or her this year, but there are goods to pair with. Recycled cashmere is one thing, and a collection made by TSE exclusively for Neiman Marcus includes a $ 450 sweater for her and a $ 395 version for him.
Men’s sneakers are still a great item. Select pairs start at $ 560 at Alexander McQueen, Balmain, and Balenciaga.
Kate Weiser’s chocolate Carl from Dallas, the snowman who turns into hot chocolate, is back. Food and drinks include steak knives as well as various martini glasses and shaker sets. While the $ 50,000 Dolce & Gabbana refrigerator is still available on Neimanmarcus.com, this year’s retailer’s catalog includes a gift set of pasta and aprons from the Italian brand in a multi-colored tin for $ 180.
The catalog provides home vacation suggestions, video chat options and gift unwrapping options by displaying a photo or link followed by the gift sent directly to the recipient. The catalog also contains the official rules for exchanging gifts with white elephants.
Neiman Marcus left Chapter 11 bankruptcy as a smaller company in September after closing multiple stores, but also owed $ 4 billion in debt.
Customers continue to buy luxury items, but have shifted into categories that are less about going out than about the quality of time spent at home or elsewhere, said van Raemdonck. The gifts should make this time “unforgettable”.
More than 70 years ago, pilot Don Sheldon discovered this remote location while mapping the Alaska Range. He built the Sheldon Mountain House in 1966. A new building was added by his children in 2018 according to Don’s original plans for a bold memorial, an oasis between the peaks just 10 miles from Denali’s summit. A trip to the chalet is a $ 345,000 fantasy gift in the 2020 Neiman Marcus Christmas Book.(Neiman Marcus)Six unique Oscar Heyman rings cost $ 100,000 to $ 190,000 each, or $ 860,000 for all six. The collection is a fantasy gift in the Neiman Marcus 2020 Christmas Book.(Neiman Marcus)The red under the brim is a distinctive feature of Keith & James hats. James Keith, a milliner from North Carolina, is photographed with his creations. Six custom hats with clear, display-quality hat boxes are priced at $ 95,000 in this year’s book.(Neiman Marcus)Tom and Lisa Perini from Perini Ranch in Buffalo Gap are featured in the Neiman Marcus 2020 Christmas Book. A trip to the ranch and a year of beef from a Black Angus ox are one of the fantasy gifts and cost $ 185,000. The trip includes time with Perini, known as Cowboy Gourmet. His Perini Ranch Steakhouse won the James Beard Award.(Neiman Marcus)
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