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@rfenvira2: 3c027825-7bcf-40f0-a263-63776a276367.mp4 (1)
rfenvira2
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Tuesday 29 July 2025 18:29:31 GMT
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What happens when brands that are cool can’t keep up with culture? My last name is Neiman. I’m related to the Neiman part of Neiman Marcus. My grandfather used to tell me stories about Fred Segal sneaking into his house and waiting for him to get home from work. Both stores sold to wealthy people, but they were completely different animals. Neiman Marcus was old money, established luxury, traditional power. Fred Segal was hip, cool, and defined West Coast fashion for decades. But Fred Segal wasn’t just selling clothes. They were selling cultural relevance. Access to what was next. The feeling that you were part of something that mattered. Here’s what killed them: Culture moved faster than the company. They tried expanding and replicating cool, but cool only occurs with constant reinvention. Cool is contextual within culture, and the feeling they originally brought to customers disappeared. Fred Segal didn’t crash. It just stopped mattering. When your brand is built on being cool, you have to move at the speed of culture. Otherwise, culture moves on without you. The lesson? Established luxury survives. Cultural luxury has to earn its relevance every single day.
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