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RETAIL WRITERS: After about a month of testing and tweaking, Neiman Marcus has launched NMdaily, a blog “from the front lines” of fashion and beauty that gets “behind the scenes” of industry events. “NMdaily is central to our social media activities,” said Wanda Gierhart, chief marketing officer of the Neiman Marcus Group.
“Our goal was to establish a source of information and advice for our customers and increase our fashion authority,” added Ginger Reeder, NM Group’s vice president of corporate communications, who noted that Jean Scheidnes, Neiman’s social media managing editor, is curating the blog.
At the moment, NMdaily is not considered a platform for advertising. “This really hasn’t been part of the conversation,” Reeder said. “We don’t sell ads on it. Maybe someday down the line, but it’s really not a money-making thing.”
Recent postings included front-row footage from the runways of New York, London, Milan and Paris; a video with Marchesa eveningwear designers Keren Craig and Georgina Chapman; a conversation between FEED co-founder and chief executive Lauren Bush and Blake Mycoskie, founder of Toms Shoes; a backstage make-up tutorial with Le Métier de Beauté; a Q&A with Frida Giannini of Gucci; on the set of a Marc Jacobs film, and Moncler’s Grand Central Station flash mob.
— David Moin