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下面为大家整理一篇优秀的assignment代写范文- Neiman，供大家参考学习，这篇论文讨论了尼曼。尼曼是一个零售商品牌，经过了100多年的发展之后，如今已成为美国以经营奢侈品为主的连锁高端百货商店，是当今美国最高档、最独特的奢侈品零售商之一。一直以来，尼曼致力于给消费者提供最具特色的高品质商品，人们总能将它与顶尖设计师、时尚优雅、奢华家居，以及无与伦比的美妙礼物联系在一起。位于旧金山的尼曼百货是尼曼旗下标志性的店面之一，在环境华贵优美的商店里，尼曼百货售卖的是世界顶尖的品牌和商品，而尼曼持续推崇的顶级客户服务也已经成为它的品牌内涵之一。

In 1907, Herbert Marcus, A 29-year-old American, together with his sister Carrie Marcus and her husband a. l. Neiman, opened A 50-square-meter store in Dallas, Texas, with $25,000 and part of the funds raised through the sale of shares to their families. Taking this as the starting point, this retailer brand named Neiman Marcus, after more than 100 years of development history, has become a chain of high-end department stores mainly engaged in luxury goods in the United States and is one of the most upscale and unique luxury retailers in the United States today.

For a long time, nieman has been committed to providing consumers with the most distinctive high-quality products, which can always be associated with top designers, fashion elegance, luxury home, and unparalleled wonderful gifts. One of its signature stores, neiman marcus in San Francisco, has become one of the city's most famous sights, with its gilded decor, a skylight on its graphic roof and stained-glass panels depicting the ancient city of Paris. In beautiful and luxurious shops, nyman department store sells the world's top brands and products, and the top customer service that nyman continuously advocates has become one of its brand connotations.

Neiman started out as a clothing store for the entire Dallas area, with the goal of bringing a different style of women's fashion to the American southwest. On September 1, 1907, neiman ran the first advertisement in a local newspaper, the Dallas morning news: "the goal of a good store should be to stay in the lead." With this in mind, nieman has consolidated its position as the "high fashion kingdom," and brands that were never thought to have a presence in the Dallas area have gained a wide following through nieman's sales. At the time, nieman also acquired the best specialty lines in the entire state of Texas for different styles of women's wear. As the first specialty store in the southern United States, nyman was able to establish an excellent monopoly chain through exclusive management. At that time, nieman put a lot of energy into the middle-price goods as well as the imported goods, and tried his best to obtain the same quality and workmanship as the high fashion at the lowest price. Since then, nieman has been adhering to the fashion, quality, extraordinary value concept and quality service until today.

From the beginning of the business, Marcus family has been in charge of the operation of Neiman Marcus and adheres to the business principle of co-founder Herbert Marcus faithfully: "if you can't provide high-quality shopping for customers, there will be no success for Neiman Marcus. "We are selling a comfortable shopping experience, not just merchandise." The firm almost lost its head before a fire in 1913. But the founders restored it quickly and with astonishing tenacity, opening its first flagship store in 1914. In 1926, the employees of sengle brothers were dismissed by the purchaser, and most of them went to nieman's company. Together with a large number of loyal customers, they were transferred to nieman's brand, which laid a good foundation for nieman's future growth. In the same year, nieman became a leader in the fashion industry by holding the first ever fashion show in the United States at the nieman store in New York. In 1928, nieman began selling men's clothing, such as French ties and British shirts. In 1934, nieman became the first retailer to launch a national marketing campaign, advertising in national fashion magazines such as Vogue and Harper's Bazaar. In 1938, as the business grew, nieman began to offer unique, high-end goods named after European and American designers, and the first batch of nieman's cooperative designers included Christian Dior, Gabrielle Chanel and so on. In 1939, nieman published his first annual Christmas catalog, which included fine coats, fashion accessories, perfumes, toys, and more.

When more than half of the stores in New York is the world's top fashion brands rapidly occupation at the same time, the NPC is in Texas, 2000 miles away, "the countryside" provide people with a simple fashion aristocratic way of life, the good brand won the allegiance of the United States and respect, and in 1953 by the fashion magazine Vogue doubt whether there is hidden a fashion genius.

In 1984, nieman pioneered the industry's first customer loyalty tracking system. In 1988, it bought Horchow Collection, a home retail brand, expanding its range to include household goods. In 1989, nieman acquired Bergdorf Goodman, a department store and retail brand, and formed nieman group in 1989. In 1999, Neiman Marcus Direct was established by Neiman group to carry out Direct sales of luxury goods on the Internet. So far, the main business of nieman group covers retail and direct sales, including the high-end department stores of Neiman Marcus and Bergdorf Goodman. It can be seen that nieman has always been in the forefront of the same industry in the United States both in terms of fashion trends and retail brand development, and it is not difficult to understand why it can become an evergreen tree of luxury sales in the United States.

By 2007, the number of stores of nieman group had reached 39, including 37 Neiman Marcus stores and 2 Bergdorf Goodman stores. In 2007, the sales revenue reached 4.39 billion us dollars, making it the top-performing high-end department store focusing on luxury goods in the United States at that time. Today, nieman has more than 5 million square meters of boutique department stores in the United States, including 40 Neiman Marcus department stores, 2 Bergdorf Goodman boutique stores and 26 end-of-season merchandise promotion stores. Nieman's online luxury site, shopping, also offers women's, men's and home luxury brands.

There is one crucial word about the luxury industry -- prestige. The prestige of a luxury retailer largely affects its bottom line. In 2006, the United States, the Luxury goods industry research Institute key-2 Luxury Institute survey report released by the Luxury brand value index has four pillars: value stable top quality, unique features, a symbol of social status, make customer feel the noble identity service levels, and in the four evaluation, NPC group in top quality and service level of the two.

With a history of more than 100 years, neiman marcus has always adhered to its mission -- to discover and showcase the creative talents of fashion design, and to provide top-quality products, quality services and extraordinary value. The positioning of high-end goods of nieman group has always been clear, and the combination of "top brand + designer brand + trend series brand" builds its own luxury kingdom. Its high-end brands include: Burberry, Prada, Valentino, Armani, Chloe, Fendi, Dior, D&G and other world's top brands, as well as designer collections and trend collections. In its stores, hundreds of thousands of dollars of custom clothing, million-dollar diamond heels abound. In addition, the focus of nieman's service projects, mainly including gift packaging, consignment, commodity modification, especially wedding consulting services, has become one of the characteristics of nieman services. Nieman department store has a special wedding service line, which provides customers with a series of personalized services such as gift selection and wedding guidance. When the purchase amount reaches $2,000, the club account will be opened automatically to enjoy exclusive privileges. One of its founders, Herbert Marcus, once described nieman as a "department store with a specialty store mentality", the kind of specialisation that has kept it a top American luxury retailer. Committed to the cultivation of new brands with rising potential, both avant-garde enough to ensure sales. Once a new brand is recognized in the market, nieman's cultivation of it will earn special rewards -- the right to exhibit new products in the first place, the earliest sales time, and even the exclusive rights in some markets. The operation of the luxury industry requires influence, which requires novelty and sensationalism. The ability to live in "extravagant luxury" has become an important indicator of the reputation of the industry. Nieman group in this area of the skills of the fire. Check out its Christmas gift list, which includes everything from $400,000 robots to $1.45 million bowling alleys to $10 million airships. Nieman group understands the word "luxury" to the extreme. It is precisely the precise and meticulous positioning grasp and customer focus, the innovative approach of excelsior brand value, and the excellent intuition and feeling of the operation team for the word "luxury" that make nieman group thrive in the field of luxury retail.

The 2008 financial crisis hit nieman hard, and the company suffered a decline, with sales of $3.6 billion in 2009 -- a 21 percent drop from a year earlier -- resulting in a net loss of $668 million. In recent years, with the recovery of the market, nieman group's sales resumed growth, reaching 4.5 billion us dollars in 2012, achieving a year-on-year growth of 7% and a net profit of 140 million us dollars. Although nieman group is doing well in the United States, but it is still not an "international" company, its brand is still lack of visibility in the global scope.

In 2010 Karen Katz was appointed President and chief executive of nieman group, the first time in the company's history that a woman had held the top leadership position. And this new leader also lives up to the expectations. In order to face the new challenges in the new media era, she spares no effort to innovate in many aspects. Karen Katz launched a number of new marketing initiatives and opened discount stores to revamp existing Bergdorf Goodman and Neiman Marcus stores. In 2010, the company opened its first concept store, Last Call Studio, in Dallas, Texas. In 2010, LastCall.com, an online business, launched. Bergdorf Goodman launched Today's Shoe in 2010. That same year, the Bergdorf Goodman blog was launched. In 2011, a nieman blog called NM Daily went live.

Nieman group has reached a bottleneck in the number of stores in the United States, so the global development is imperative. But nieman group's "going out" step appears to be extremely careful. Announced on March 22, 2012, Karen Katz NPC group of private e-commerce company charm hui Hong Kong holdings co., LTD., to invest the controlling strategy, NPC group to charm you holding co., LTD., a $28 million investment, to promote charm existing limited-time sales business growth in Asia, and to establish a new brand of e-commerce business. Indeed, the move is an attempt by nieman to tap into the fast-growing Chinese luxury retail market. Karen Katz says: "we have the ambition to take this important step forward in building nieman into an international brand. "Through our strategic investment in glamour China, glamour China will become a strong partner for us in the Chinese market and also lay a solid foundation for us in the fast-growing luxury market in China.

In December 2012, nieman group officially launched its e-commerce platform in China, with its operation center and warehouse located in Shanghai. In order to achieve goals, combining fashion group more than hundred years of experience and long-term partnerships with many international top designer brands, special arrangement, senior fashion buying team in New York, milan, Paris and so on around the world, specifically for Chinese customers to find and choose the most unique and quality of clothing, shoes and other kinds of fashion goods.

Nieman chose to enter China to profit from the country's booming consumer demand for luxury goods, but at the same time it had to contend with the high retail costs of entering the Chinese market. Statistics show that in the five years from 2008 to 2013, China's domestic distribution cost increased by 200%, storage cost increased by 23%, and advertising and marketing cost increased by nearly 50%. In addition, shop rents, logistics and Labour costs in prime locations are rising year by year. Like macy's, another American boutique fashion brand, nieman has chosen to enter China through e-commerce so it doesn't have to make a huge investment to open a physical store right away and test the water for future openings.

However, although e-commerce reduces the channel cost of nieman, it cannot solve the problem of its brand. Whether in physical stores or e-commerce, nieman has never set foot in the Chinese market before. For nieman, relying solely on online sales may be difficult to establish retail brand awareness. After all, Chinese consumers know little about nieman's brand.

In May 2013, nieman group had to change its original development strategy -- cancel storage facilities in China and scale back its operating entities. While nyman's China site will continue to operate, the company's Chinese site will only serve as the Chinese version of the U.S. official website and will be maintained by a smaller customer service and marketing team in Shanghai. All goods will be shipped directly from the U.S. Brands such as Kate Spade, Helmut Lang, Valentino and Jimmy Choo will be delivered directly from warehouses in the United States. That could lead to longer shipping times and thus be affected by currency fluctuations, but Mr. Nieman called it a 'good move' that would include quicker delivery of the latest fashion items to Chinese consumers without being influenced by local authorities. According to the financial report released by nieman group in March 2014, the loss of its e-commerce project in China reached 2.1 million us dollars. Obviously, in the competitive environment of Chinese luxury sales, it is hard to avoid "acclimatization" for nieman group to rely only on the business model of combining luxury goods and pure e-commerce.

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