WWD caught up with Neiman’s fashion and lifestyle director during her first jaunt to the Bay Area flagship.
Whether San Francisco has a bad rap for fashion — as the land of hippie wear and cork sandals or, perhaps more recently, “tech bro” hoodies and vests — is up for debate. But nowhere is that thought more prevalent than in the minds of the area’s fashion patrons themselves, who often share self-effacing remarks about the region’s fashion cred.
“You can really feel that excitement for the future and for building something that is very differentiated within retail in the U.S.,” she continued. “There is a real commitment to that, and it runs through, from Geoffroy [van Raemdonck, chief executive officer] through to the sales associates that I have been meeting over the over the past few days.”
Aiken described it as “one business, one ecosystem that our customer lives in…so we come back from market, we’re talking about what projects we’re planning for the next year ahead. I think I’ve got 12 months of a calendar planned out with exclusive projects and collaborations that would stretch across digital and stores.”
It sounds like a lot, especially considering this is her first role with a brick-and-mortar store. But ultimately, the foundation is the same, because a commitment to service and customer relationships transcends platforms.
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