A Deep Dive into Neiman Marcus and the Luxury Retail Experience
written by Annelise Mcdonald and Melina Zarboulas, with photos by Bridget Barry
This week in November 2024, forty members of The Vault had an extraordinary opportunity to visit Chicago and gain a deeper understanding of the luxury retail and fashion industries. Our first stop was Neiman Marcus, one of the highest-performing locations in the country. Known for its rich history, Neiman Marcus has been a pioneer in luxury retail, including hosting the first weekly retail fashion show in the US in 1927.
Our visit was graciously hosted by Jeanette Aubrey, Store Director, and Tina Koegel, Brand Experience Manager, who provided us with an exclusive tour of the department store. We began on the main floor with luxury leased stores featuring brands such as Chanel, YSL, Dior, and Bottega Veneta, then moved up to explore fine jewelry, beauty and fragrance, footwear, and contemporary designers like Alice + Olivia, Rag & Bone, and Khaite.
We then took a top at the executive offices, where we were warmly welcomed with a delightful treat: Neiman Marcus holiday Yoku Moku cookies. This thoughtful gesture set the stage for an engaging and insightful conversation with Tina Koegel and Jeanette Aubrey, who shared their inspiring career journeys and how they arrived at their roles at Neiman Marcus.
Jeanette, who started as an intern at Saks and later moved to New York to work in the luxury sector for over a decade, spoke about the importance of entrepreneurial spirit and creativity. "In this business, it all starts somewhere," she said. "Whether it's at a department store, a trunk show, or from your living room—you have to start somewhere." Jeanette’s story was one of perseverance and passion, emphasizing the importance of networking and the role of social media in propelling brands to new heights.
Tina, known for her expertise in brand management, shared her unconventional path into retail. Starting in fundraising and special events at a zoo, Tina eventually found her calling in luxury retail, managing brands with precision and creativity. She spoke candidly about the challenges and rewards of the industry, reminding us that "everything is hard," but with the right mindset—a can-do attitude—you can overcome any obstacle.
Through their stories, we gained a deeper understanding of the inner workings of the business. They offered fascinating details about the operational strategies that drive the success of a luxury retailer, emphasizing the importance of fostering strong relationships with both brand partners and customers. They also shared a behind-the-scenes look at how Neiman Marcus meticulously prepares for the bustling holiday season, from inventory management to curating an elevated shopping experience.
Following our Neiman Marcus visit, we headed to the Chicago History Museum, where we explored the "Dressed in History" exhibit, featuring iconic garments that shaped the story of fashion. Members also wandered through other captivating exhibits, such as "Designing for Change" and "City on Fire." The museum offered us a deeper understanding of how fashion is not just about trends, but about identity, culture, and history. It was a reminder that every piece of clothing tells a story—and every design is a reflection of the times in which it was created.
As the day continued, we had the chance to explore the city, take in the skyline, and connect with fellow members. It was a great opportunity to network, share insights, and forge connections that will last long after the trip.
This trip provided us with invaluable lessons about the luxury fashion industry, the intricacies of retail management, and the importance of storytelling in both history and business. Whether it was a casual chat with a fellow student or a conversation with one of our guides, we all walked away with new ideas, fresh perspectives, and valuable contacts. It was also a chance to strengthen connections within our community, leaving us inspired, informed, and eager to bring these insights back to our organization.
As Jeanette said, "If you have a passion for something, stick with it. Use your voice, stay focused, and let the journey unfold." And in the fast-paced world of retail and fashion, there’s one thing we can all agree on: everything is a learning opportunity. With a positive attitude, a strong work ethic, and a willingness to learn, we’re all capable of great things.
