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Amid a Q4 loss, luxury retailer eyes growth through digital commitment

Despite posting its third annual fiscal loss, Neiman Marcus is launching a new digital strategy to help strengthen the brand going forward.

The struggling luxury chain narrowed its net loss to $366.3 million for the fourth quarter and fiscal year ended July 29, compared to a net loss of $407.3 million in the prior year. Total revenues were $1.12 billion, a 0.5% decrease in comparable revenues from the fourth quarter of fiscal year 2016.

The company credits these smaller losses to its growing online sales. In fact, Neiman Marcus CEO Karen Katz said the retailer’s online business “will continue to outperform our store business at 30% of total sales. It will continue to grow in importance,” according to the Dallas News.

This factor is pushing the company to pursue its new “Digital First” strategy. The program is designed to further its leadership position in the luxury retail space by anticipating customers’ evolving behaviors and engaging them more deeply to drive traffic online and in stores, according to Neiman Marcus.

For fiscal year 2017, Neiman Marcus reported total revenues of $4.71 billion — a 5.2% decrease in comparable revenues. The company also reported a net loss of $531.8 million for the fiscal year compared to a net loss of $406.1 million in 2016.

In addition to growing online sales, the company credits narrower sales declines to greater sales stability at full-line stores, and improved inventory alignment. It is also benefitting from a new inventory system that allows stores to see merchandise in stock across both chains and in warehouses, according to Dallas News.
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