Recognized as a thought leader in the fashion world, Neiman Marcus recently released its top trends for spring 2015. Bohemian styles, fringe, suede, spice colors and sleeveless jackets all will be “hot” during the season, and the luxury retailer is encouraging consumers to share their interpretations of these trends with a new social media contest.
Called #NMmyway, the contest encourages consumers to snap photos of themselves wearing the top trends shared by Neiman Marcus on Instagram using the designated hash tag. Fashion aficionados who put the most creative spin on these trends will be qualified to win a $500 Neiman Marcus gift card. The contest runs from Feb. 11-25, with the winners selected in March 2015. The Neiman Marcus web site will feature all winners and their photos.
“This is the first time we’ve engaged with user-generated content, so we’re looking forward to seeing how it works,” said Ginger Reeder, VP of Corporate Communications at Neiman Marcus Group. “We’ll definitely learn something.”
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But Neiman Marcus is no stranger to the art and science of social media. The team knows customers “love engaging on social media,” Reeder explained in an interview with Retail TouchPoints. “We know they love seeing outfit ideas from us and similarly, we love seeing the creativity they come up with while sharing their own outfit ides.”
To determine the winners of the contest, the Neiman Marcus Fashion Directors will track all hash tag mentions via a unified platform. Rather than focusing on the number of likes or comments an image receives, they judge images based on the overall quality of the content.
“We’re going to focus on the creativity of the images and how consumers interpret the different trends,” Reeder explained. “We’re looking for a real expression of personality to those trends we identified. Even mixing and matching those trends would be fun.”
