Luxury retailer celebrates centenary on YouTube

Despite 39 bricks-and-mortar stores across the U.S., Neiman Marcus generates much of its sales income via the Internet. So valuable and attractive is their online audience that they are using YouTube’s homepage to showcase the first of several four-minute clips promoting the brand. Some reports put the cost of frontpage exposure on YouTube in the region of quarter of a million dollars per day.

So, why YouTube?

Firstly, studies show that the site attracts above average numbers of users in the 25-54 age range (44.2% vs 33.8%), and that those users are more likely than the average surfer to earn $100,000 or more per household (24.8% vs 23.4%). In July this year, YouTube attracted 44.2 million users.

Secondly, YouTube is joining Google in becoming an everyday source of reference. "Like with anything, you hear people in meetings say, 'Did you see the thing on YouTube?'" said Ginger Reeder, Neiman’s VP of corporate communications, via AdAge. "And if it starts to permeate our consciousness, we can only assume it's in our customers' as well."

Tags: Nieman Marcus, video advertising, YouTube