What Participating in Neiman Marcus Fantasy Gifts Means for Brands

Photo: Courtesy of Neiman Marcus

As the industry evolves, retailers are expected to do a lot more than simply sell products. They’re taking on marketing, advertising, new technology, editorial content, event planning and all forms of media, entirely redefining what it means to operate a retail business — fashion or otherwise.

Neiman Marcus is no exception, despite being one of the oldest department store chains in existence. I suppose you don’t stay in business for 116 years without some willingness to evolve and adapt, but the Dallas, TX-based retailer does so by building on traditions it established in bygone eras. A prime example is its annual Holiday Book (f.k.a. Christmas Book), which launched in 1915, making Neiman Marcus about a century early to the retail media phenomenon.

For the last 65 years, the book has contained the retailer’s now-iconic, famously over-the-top Fantasy Gifts. They consistently delight both the 1% and those of us who will never make enough money in a lifetime to afford one. After all, the holidays are a time for frivolity and cognitive dissonance, when we momentarily put aside our differences, push the unprecedented social, political, economic and environmental disasters each new day brings to the dark recesses of our brains, and come together to say, “Lol, Neiman Marcus is selling a $7.1 million yacht.” (Just make sure you vote first.)

Photo: Marc Patrick/BFA.com

Fantasy Gifts, which now always include a charitable component, may be an old concept, but the strategy under which each edition is now conceived is comparatively new: As of 2022, Neiman Marcus describes such initiatives as “retail-tainment,” which encompasses various events, campaigns and other touchpoints all throughout the year.

“Since the brand office was formed about two years ago, when I joined, the vision and the mandate was: how can we tell the story of Neiman Marcus in an integrated way that reflects our integrated retail model?” Nabil Aliffi, the retailer’s chief brand officer, told me at launch party for Fantasy Gifts in Los Angeles this week. “So if you’re a client or a customer and you interacted with an ad digitally, you have the opportunity to then join us in person, in a store, at an event, or on evenings like this so that it becomes a more holistic 360 experience.” With Fantasy Gifts in particular, he shared, “every year it feels like we have to level up.”

Among the event’s attendees were executives, VIP customers, celebrities and representatives from the brands with whom the retailer collaborated on this year’s lineup of seven Fantasy Gifts. They include Manolo Blahnik, who’s offering a luxurious trip to the brand’s headquarters in London for $55,000; Judith Leiber, who created a one-of-a-kind crystal Mahjong set for $20,000; and Messika Jewelry, whose gift includes a 18-carat yellow diamond necklace and a trip to Namibia to tour the brand’s diamond polishing facility and go on a safari led by an award-winning wildlife photographer — that’ll cost $777,777. Only one gift crosses the seven-figure mark and, really, who wouldn’t be tempted to spend $1.9 million on a carriage “designed in proportion and intended for a princely child” dating back to the 18th Century and once owned by the Spanish royal family?

Photo: Marc Patrick/BFA.com

It’s unclear how that little aristocratic artifact was sourced, but the other Fantasy Gifts heavily involve the brand partners Neiman Marcus chooses to participate: They require a significant investment of time and resources by these brands, but with the department store’s full slate of retail-tainment surrounding the initiative (events will continue across the country throughout the season), they can also get a lot out of it.

“Fantasy Gifts is like the hottest club — there’s a waitlist of brands that are wanting to participate, and for good reason, and the ones that we choose to partner with are the ones that we have deep relationships with and who also would go the extra mile to make that experience that much more unique,” Aliffi explained. “When brands get to partake in the Fantasy Gifts, it’s a proud moment. At least this is what I hear from our brand partners. And again, that doesn’t exist in isolation. This halo effect that Fantasy Gifts is, is then connected to other activations that they partner with us on in the stores.”

Brands who’ve enjoyed long, fruitful relationships with Neiman Marcus are understandably enthusiastic to go that extra mile. 

Photo: Courtesy of Neiman Marcus

“We’ve been working on it for two years because they want something very specific,” Valérie Messika, who founded Messika in Paris in 2005, told me at the event. “It’s designing a beautiful exclusive piece, but also giving the experience customized for the client who will buy it. And as a diamond dealer and manufacturer, we had this crazy idea of having a safari in Namibia.” She described Neiman Marcus as an important partner and said she feels “really blessed” to have been chosen for Fantasy Gifts.

For Judith Leiber, few retailers are better aligned than Neiman Marcus, a “longtime partner and supporter,” according to Jana Matheson, the label’s EVP and chief creative officer since 2010. “There is a massive history that goes beyond the 14 years that I was with the brand, but back to Mrs. Leiber when she started the brand.” For her, working with the retailer on projects like Fantasy Gifts is a no-brainer. “They love sparkle, they love glamour. They do it better than anyone else. They have phenomenal presentation of evening in every door. So from a designer’s perspective, it is so amazing to work with a brand like Neiman’s. They get it and their customers get it. They’re our people.”

Photo: Marc Patrick/BFA.com

Honestly, I got the feeling that no one is having more fun at her job than Matheson (“I laugh every day,” she tells me.), whose contribution to the 2012 Fantasy Gifts was a $100,000 Versailles-inspired chicken coop. As a brand, Judith Leiber pretty much embodies the unabashed absurdity now associated with Fantasy Gifts.

“Everything I do is for joy, it’s sheer joy. I love whimsy and that’s why I do what I do. I love inventing things,” she said. “I love to see the challenge they present to other designers that come up with the most over-the-top cowboy boots or the most beautiful set of dishes, and really stepping out of their comfort zones. I mean, I still think of the chicken coop all the time.”

Keep scrolling to see all the 2024 Neiman Marcus Fantasy Gifts, with pricing.

Marylin Fitoussi VIP Style Experience

It’s time to live your “Emily in Paris” fantasy. You and a guest will enjoy a three-night stay at a luxury Parisian hotel and then meet with “Emily in Paris”‘s costume designer Marylin Fitoussi for a glamorous style experience. You will first meet Fitoussi virtually before your arrival to discuss your personal style and plan your shopping tour spanning vintage boutiques and emerging fashion talents. After a day of shopping, you’ll dine with Fitoussi and actor Jean-Christophe Bouvet, who plays designer Pierre Cadault, at one of Fitoussi’s favorite bistros. Then, you’ll embark on a behind-the-scenes showcase of costumes from the show followed by a personal fitting with Fitoussi, hair and makeup from members of the Emmy-nominated glam team and a professional photoshoot. You’ll end your trip with a night out at the Crazy Horse Paris cabaret, complete with a VIP tour led by one of the dancers and a champagne toast backstage before dinner. With a $25,000 shopping voucher, both you and your companion will leave Paris with two head-to-toe styled ensembles.

Price: $175,000; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

Messika Jewelry & Safari Experience

Visit Namibia with Messika, the fine jewelry brand celebrated for its fashion-forward diamond creations. You’ll begin your journey at Our Habitas Namibia, a luxury escape nestled within a nature reserve in the Kalahari savannah, for a five-night stay. Experience a two-day flying safari led by photographer and documentary filmmaker Ami Vitale, who will share how to take wildlife photos like a pro. Then, you’ll take a private tour of Messika’s diamond-polishing factory with a member of the Messika family, and you’ll receive a 18.05-carat yellow diamond necklace. Enjoy daily gourmet meals and wellness activities, including a 60-minute massage and full body mask for you and your guest at the spa at Our Habitas Namibia. Then, immerse yourself in ancient South African culture with a bush braai, an outdoor ritual using an open flame to prepare dinner. You and your guest will both take home two professional cameras, two lenses and a rolling case, plus your favorite safari photos taken by Vitale will be printed, framed and shipped to your home.

Price: $777,777; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

Ginori 1735 Fine Porcelain Experience

Travel to Florence, Italy to explore the art of creating fine porcelain with Ginori 1735. During a three-day experience for you and three of your friends, you’ll stay at a five-star hotel where you’ll discover the rich history of Ginori 1735’s global flagship at the Palazzo Ginori and learn the intricacies of hand-decorated porcelain from their master artisans. Following a discussion of your creative ideas, the design team will bring your vision to life with a custom table setting for 12. You’ll also enjoy private access to the brand’s Minor Winter Garden dining room, where you’ll indulge in a chef’s catered dinner.

Price: $90,000; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

Manolo Blahnik VIP London Shopping Experience

You and a special guest can spend three nights at the Connaught Hotel, which features a cocktail bar and Michelin-starred restaurant, and enjoy visiting some of Manolo Blahnik’s favorite locations around London. You’ll visit the original Manolo Blahnik boutique in Chelsea for a VIP shopping experience, where you’ll each receive two pairs of shoes, with the option to have them monogrammed. Then, have tea with CEO Kristina Blahnik within the Grade 1-listed Mayfair Townhouse where you’ll have the opportunity to discuss the design process and the inspiration behind seasonal collections. You’ll also attend the U.K.’s first-ever Marie Antoinette exhibit at the Victoria and Albert Museum and be invited to attend one of the opening celebrations for the Manolo Blahnik–sponsored historical exhibition with a guided tour. Finally, you’ll end your trip by dining at one of the designer’s favorite British restaurants, Wiltons in St. James’s.

Price: $55,000; a donation to the Heart of Neiman Marcus and Manolo Blahnik Foundation will be made in honor of this gift.

Miron Crosby Celestial Boots & Astrological Reading

Dallas-based luxury cowboy boot brand Miron Crosby has reimagined its best-selling Margretta silhouette into the Starry Night Boot. The design features intricately placed pavé diamond stars set in 18-karat gold against jet-black leather, mirroring the beauty of the night sky, along with more than 3,000 stones on each pair. The brand also included naturally sourced turquoise, which is thought to bring wearers protection and good luck. Along with your purchase of these wearable works of art, you’ll also receive a personalized virtual reading from international astrologer to the stars Rosie Cutter.

Price: $28,000; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

18th Century Royal Family Calèche

Dating back to the 18th-century Spanish royal family, specifically King Charles III, this seven-foot-long calèche was intended for a princely child. The carved wood and iron carriage is adorned on all sides with pastoral scenes, while each gilded panel is crowned by a Greek-style frieze and bordered by chiseled Baroque moldings. Only a few comparable royal carriages still exist today in the Palace of Versailles, making this a unique opportunity to own an aristocratic artifact.

Price: $1,900,000; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

Judith Leiber Couture Crystal Mahjong Set

Luxury accessories brand Judith Leiber Couture is offering a one-of-a-kind mahjong set featuring 156 metallic hand-cut Italian resin tiles enclosed within your minaudiere. As a nod to Neiman Marcus’s signature symbol, the handbag’s mosaic butterfly motif is bejeweled with more than 10,000 crystals that took an expert artisan 80 hours to set by hand. The set also includes a polished handle and shoulder chain with an exclusive Judith Leiber Couture X Neiman Marcus medallion attached.

Price: $20,000; a donation to the Heart of Neiman Marcus will be made in honor of this gift.

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Source: Fashionista.com