Roosevelt Field’s Mail Promotes a Luxury Addition
Supposedly, the great American mall is dead, but as this direct mail brochure 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 shopper habits on Long Island changed. Beginning in early 2016, a 100,000 square foot building was added to the mall.
The front cover of this direct mail brochure simply announces (in foil stamping): “A LUXE ARRIVAL.” Neiman Marcus anchors the expansion, a position highlighted in the first two spreads. The store is “renowned for its uniquely stylish offerings and exceptional customer service,” it says. And further, at Roosevelt Field, it “will offer superlative fashion in beautiful surroundings.”
But “luxury loves company,” the brochure notes. “[O]ur new luxury wing has it all,” it claims, including fine dining and valet parking. Another page lists over a dozen high-end or luxury brands that share a roof with Neiman Marcus. Among them: kate spade new york, Tumi, Tory Burch, and Jonathan Adler.
Each retailer has a dedicated page in the mail piece, topped with a single large image. At bottom, a few sentences provide a little background on the company and its merchandise.
As the retail shopping experience continues to deal with disruption, exclusivity in the luxury sector gives brands a chance to thrive.