Just this weekend, I was sitting at home, going through some mail from earlier in the week and came across the Neiman Marcus Christmas Book. As I flipped through the pages, I couldn’t help but ask myself how certain designers are selected for a holiday book like this. I mean, clearly, there is no way each line available at the store can be featured, so, how is one designer chosen over the next? When I looked at the handbags, they all had one thing in common, they are gorgeous. Sure, some I could pull off better than others, but that’s always the case. Either way, whoever selected the handbags, did a stellar job. Yes, I found that most of the handbags featured were high end designers like Salvatore Ferragamo, Chanel, Prada and Valentino. But then I flipped over the next few pages and saw some of our Savvy brands like Cole Hann and Kooba. Help me out here, as a designer, how would do you think you could be chosen to grace the pages of something like the Neiman Marcus Christmas Book?

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Share Your Thoughts With Us

  • I think they just follow the trends. There is def a big trend moving from the established premiere designer names to the newer designers with the more friendly price tags.

  • Anilu Magloire

    Good question… I will ask my editor husband about this.

  • Kate

    If it works anything like Sunday circulars for stores like Target, Best Buy, etc., the manufacturers pay to be included.

  • Grace

    I agree w/ Kate. I think that the companies, pay to be in the book. It’s just another form of advertising.

  • Jen

    I think they feature things people are likely to want, so there’s a higher probability that people actually buy things.

  • Agnes

    The majority of brands pay to be included, period. As a brand you establish a relationship with the media and to make it lasting you have to advertise at some point. The reason why upcoming designers are included frequently has nothing to do with trends, its pure marketing. New brands need the PR to grow and do everything to get it. Some pay, and some get the PR for free, but have to pay up next year. Trust me, I do the PR for a luxury fashion brand and get offers daily to buy “editorial space” (and no, it does not mention “advertisement” on the page)

  • Dorris

    I wonder how ads get chosen for a magazine. They PAY!
    Do you also wonder how Chanel gets such a big space in a department store? They PAY!
    You really need to start to open your eyes to the world or start to read more if you want to position herself as an expert.

  • Paix

    i’m a store buyer and the sad truth is whatever that’s featured pays to be featured.