Neiman Marcus introduces 'see now-buy now' runway event at SXSW
Neiman Marcus has launched a see-now-buy-now fashion show at the SXSW music festival.
Taking over the rooftop of The Vaughn in Austin, the fashion show dubbed "The New Style of Sound", was held in partnership with Gibson Brands, a renowned guitar manufacturer.
At the runway show, models walked in head-to-toe shoppable Neiman Marcus clothing, each ensemble inspired by the rock-and-roll southern feel of the festival. Each look was accessorized with a Gibson guitar or headphones. As the models took to the catwalk, bands like The Shelters, Emily Wolfe, and Midland performed.
All of the men’s and women’s looks seen throughout the show were available for purchase immediately after the show on NeimanMarcus.com or in Neiman Marcus’s Austin location.
Neiman Marcus has looked to the music festival before for a collaboration. Last year the department store, together with Refinery 29, launched an augmented-reality closet called the "School of Self Expression", where festival attendees could try on items and snap photos, as well as interact with a Neiman Marcus-sponsored art piece and artist talks.
Neiman Marcus has been looking to more collaborations – like a Rent the Runway shop-in-shop – as of late to draw in new customers. CEO Karen Katz said in a December conference call that customer loyalty has been falling, stating that problem was consumers looking for deals and discounts.
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