Home Mens wear Neiman Marcus in Dallas and San Francisco – WWD

Neiman Marcus in Dallas and San Francisco – WWD


Prada Tropico is touring internationally, and its next stops are Neiman Marcus in Dallas and San Francisco.

Prada’s exclusive installation features multiple combinations of colorful stripes and light effects, creating a mesmerizing experience. The installation is in store and window displays in Dallas from Wednesday through June 1 and in San Francisco from May 19 through June 8, its final stop in the United States.

The Dallas NorthPark store carries Prada Tropico for women and men, while Neiman Marcus San Francisco will carry womens only. Both facilities are located at store entrances in high traffic areas.

“With the success of last year’s Prada Outdoor Coast exclusive at Neiman Marcus, we are excited to continue our strong partnership and business momentum as Prada’s exclusive U.S. partner for the Prada Tropico facility,” said Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus. Group. “The immersive physical component of our stores provides an opportunity to engage with customers in an elevated and dynamic way that will provide the connection and retail-tainment that our customers are looking for.

“For Prada Tropico, the merchandising landscape is intentionally mesmerizing with vertical and horizontal lines in contrasting colors, geometric shapes, tree-like displays on the walls and a bold, neon Prada logo to tie it all together,” said she declared.

The Prada Tropico installation has traveled the world, reaching stops such as Bergdorf Goodman window displays, Prada stores on Broadway in SoHo, the Miami Design District and Beverly Hills, as well as Harrods, Galeries Lafayette and La Rinascente, as well as Prada stores in Singapore, the United Arab Emirates, Thailand, China and Hong Kong.

Large ivory-white and green striped columns mark the entrance to the facility and give way to a stylized rainforest explosion, with hundreds of Prada hats of different colors, designs and materials sprouting like leaves and flowers on green metal trunks and branches. The floors echo the pattern on the walls, while a suspended illuminated Prada logo dominates the space.

The windows showcase intense contrasting color combinations and geometric patterns creating graphic effects that evoke the facade of the installation, playfully creating an opposition between interior and exterior and cornices and displays. There are vertical and horizontal lines juxtaposed in green, white, black, blue, red, yellow and orange and the displays are dominated by a neon Prada triangle.

The Prada Tropico windows at Neiman Marcus.

Clothing features colorful stripes in flowing silk blouses; mini, mid-calf and flared skirts; dynamic looks inspired by men’s pajamas and casual shirts and shorts. The same shades are repeated in the accessories. There are striped hats constructed with raffia, nylon, and cotton drill materials on multiple silhouettes. The Prada Triangle bag is also available in leather and raffia.

For women, ready-to-wear sells for between $895 and $3,550; the bags cost between $1,290 and $3,400; accessories cost between $395 and $1,690 and shoes between $480 and $1,350. For men, the rtw is $825 to $8,200; the bags cost between $1,690 and $2,700; accessories cost between $295 and $895 and shoes between $480 and $1,050.

Marcelo Noschese, Managing Director of Prada Americas, said: “Prada Tropico Neiman Marcus resonates with energy. One enters the facility through a stylized rainforest – customers are drawn in. The performance is strong, and we are pleased to continue and grow this partnership, engaging with customers in these important markets.

When asked why she chose Dallas and San Francisco for the Prada facility, Todorovich said, “Our NorthPark location has a very dedicated customer base and is consistently one of the best performing stores in the business. . NorthPark also had incredible success with Prada Outdoor Coast last summer and as a result we continue to engage with this discerning audience. This year we are extending that experience to San Francisco as a very important market for us on the West Coast where we have a strong and loyal customer base that we believe will be thrilled with this experience. NorthPark and San Francisco stores host the Prada Tropico installation and experience; however, customers in all of our stores can shop the collection with their salesperson or style advisor through our distance selling services. »

As for what she anticipates will be best-sellers, Todorovich said there are so many “standout collectibles in this collection,” and she thinks the new additions to Prada’s signature styles will be highly appreciated by their customers. clients.

“Textured bags are in the spotlight this season and we love the iconic Triangle bag in the new raffia version in bold neutral colors or the crystal studded version,” Todorovich said. “We see customers gravitating towards nostalgic trends and we anticipate the thick yet lightweight foam rubber sandals in this collection to be a best seller. We anticipate the silk pajama sets in the ready-to-wear collection to be another best-seller, a tribute to the brand’s heritage interpreted in bright colors – perfect for the summer months.

She also said Neiman loves versatile day-to-night sleepwear with colorful stripes on poplin pieces, as well as flowing silk shirt dresses paired with brightly colored monochromatic Re-Nylon cropped shirts. “The installation of the bucket hat tree is certainly an indicator of its success as one of Prada’s most iconic accessories. Prada Tropico offers a new take on raffia and striped patterns that excites us,” she said.

Prada Tropico's next stop: Neiman Marcus

Prada Tropico window display at Neiman Marcus in Dallas.

Todorovich believes the facility helps build customer relationships and differentiate offerings. “At Neiman Marcus, we believe connecting with our customers is more important than consumption, relationships are more important than transactions and retention, and experiences are more inspiring than endless assortments. We continue to build on this unique differentiation and positioning and engage our customers with one-of-a-kind selections, exclusives, lifestyle assortments and extraordinary events and facilities We frequently partner with our top performing brands through exclusive products and experiences to bring this luxury of a relationship to life.

Prada Tropico's next stop: Neiman Marcus

A men’s exhibit in the Prada Tropico installation at Neiman Marcus in Dallas.

According to Todorovich, over the past 12 months, Neiman’s has created more than 10 immersive experiences across all stores and online. Activations such as the Hypebeast x Neiman Marcus virtual showroom showcasing exclusive sneakers from major luxury brands, installations such as Balmain x Barbie, Maison Francis Kurkdjian Merry-Go-Round the World and Tyler the Creator’s Golf le Flueur generated millions impressions on social networks and in the press. “Through these partnerships, we continue to find innovative ways to improve our customers’ experiences,” she said.

She noted that working with global luxury leaders like Prada gives the retailer an important opportunity to engage with new audiences as well as their loyal customers. “

“The response from all customer groups has been outstanding, underscoring a desire to engage, connect, experiment and have fun with fashion again. Our stores in Dallas and San Francisco are hosting multiple events by invitation only throughout the collection, including brunch and cocktail reception, where customers can explore Prada Tropico in an intimate setting.

Prada Tropico's next stop: Neiman Marcus

The Prada Tropico installation at Neiman Marcus in Dallas.

When asked how Prada’s previous installations had performed, Todorovich said that at last year’s unveiling they had a waiting list of customers – “anticipation was high and still is this year”. She thinks the Prada Tropico installation will be even more successful.


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