Neiman Marcus Goes Online for Maternity Sales
By George Anderson
Neiman Marcus is discovering the joys of motherhood online.
The luxury retailer doesn’t have maternity shops in its stores but it identified a market opportunity and added one to its web site.
Ginger Reeder, vice president for Neiman Marcus, told The Dallas Morning News, “When the timing is right for something like this, we can do it online.”
“That’s the beauty of the Internet. We can try a whole classification of merchandise, and we’re not taking as big a risk as putting it in all the stores,” she added.
The online store, said Ms. Reeder, “is meeting expectations” since it was first launched last month.
In true Neiman Marcus style, the low end of the retailer’s pricing is $48 for a t-shirt. At the top end of its maternity clothing line is a $390 metallic pleated gown. The online store also sells related products such as strollers and layettes.
Moderator’s Comment: Are more retailers using online stores as a testing ground for product categories before moving them into physical locations? Are
some product lines, depending on the retailer and the customers who shop in its stores, better suited to an online only presence? –
George Anderson – Moderator