Not a Marriage Made in Heaven: When Class Meets Mass

Neiman Marcus is a leading higher-end retail chain that offers “upscale assortments of apparel, accessories, jewelry, beauty, and decorative home products to the affluent consumer.” Through its Last Call division, the firm sells merchandise in an outlet store format (and Last Call is a clearance center for items originally sold at Neiman Marcus).
So, it might seem a good fit for Last Call merchandise to also be sold on eBay. However, this coupling did not turn out so well. As reported by Ina Steiner
for “Upscale retailer Neiman Marcus has permanently exited eBay after it failed to meet the retailer’s expectations. Neiman Marcus was among the first “Fashion Outlets” eBay launched in the U.S. in 2011, selling clothing shoes and accessories under its off-price brand, Last Call By Neiman Marcus. Ginger Reeder, Vice-President of Corporate Communications for Neiman Marcus Group Services, said the closure of the Last Call By Neiman Marcus eBay store was permanent. The last orders were taken from customers on January 7, 2013. ‘We are always trying new partnerships and this is one where we felt we learned a great deal, but it did not meet all our expectations,’ Reeder said. ‘We parted on good terms with eBay, but we will not be reopening in the future.'”
Click the image to read more.


This entry was posted in Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged , , , , , , , , , , , . Bookmark the permalink.

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