Supposedly, the great American shopping mall is dead, but as this direct mail brochure from Roosevelt Field proves, there are exceptions.
Mailer Name: Roosevelt Field
Date Mailed: March 2016
Roosevelt Field, located in East Garden City, New York, opened in 1956. It’s seen its share of store openings and closings over the years as the shopping habits of Long Island consumers changed. Beginning in early 2016, a 100,000 square foot addition was added to the mall.
The front cover of this direct mail promotion simply announces (in silver foil stamping): “A LUXE ARRIVAL.” Neiman Marcus anchors the mall expansion, a position highlighted in the first two spreads. Neiman Marcus is “renowned for its uniquely stylish offerings and exceptional customer service,” it says. And now, at Roosevelt Field, it “will offer superlative fashion in beautiful surroundings.”
In addition to Neiman Marcus, “luxury loves company,” the brochure notes. “[O]ur new luxury wing has it all,” it claims. The new space includes, for example, fine dining and valet parking. A page lists over a dozen high-end or luxury brands that share a roof with Neiman Marcus. Among them are kate spade new york, Tumi, Tory Burch and Jonathan Adler.
Each retailer has a dedicated page in the mail piece. Each is topped with a single large image. At the bottom, a few sentences provide a little background on the company and its merchandise.
As the retail shopping experience continues to be disrupted, exclusivity in the luxury sector gives brands a chance to thrive.