NATIONAL | WWD | 07.15.2009
ROMANCING THE SHOPPER
They’re not exactly Tupperware parties, but big retail players are getting personal with their customers. Battling the recession, designers and retailers are wooing customers at intimate gatherings that range from informal fashion presentations in private homes or hotels to in-store events after business hours. The goal: to inspire shopping by offering an exclusive experience and interaction with fashion arbiters. Saks Fifth Avenue, Neiman Marcus and Nordstrom, among other stores, are pushing the strategy, which is cost-effective and represents targeted use of marketing budgets. “Any time we can work one-on-one with customers we can do a much better job of customizing trend presentations — versus pulling a fashion show ...