Last week, Neiman Marcus announced it would soon cut staff in China by 50 percent and shut down its sole distribution center in the country. This news was a far cry from the optimism surrounding last year’s announcement of their comprehensive in-country strategy that included a dedicated site with translations and original content, local shipping, and sizable investment ($38M) in Chinese e-tailer Glamour Sales Holdings. In the video above, L2’s Head of Research & Advisory Maureen Mullen offers her perspective on what Neiman’s ultimate strategy in the country might be and discusses whether other retailers and brands that have heavily invested in China’s luxury market are likely to follow the retailer’s lead.
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