Much like Scoop New York (and looking for the same customer) the loft-style layout, with exposed brick and duct work,
is very different from Neiman’s traditional, department store. Designers are grouped by
trend rather than label, encouraging shoppers to mix brands and price
Most of the marketing will be done through a Web log, Blog
OnTheCusp.com, rather than through traditional advertising. The blog, parts of
which are still under construction, allows shoppers to exchange opinions, read
interviews with designers and seek styling advice.
Cusp debuted last summer in Tysons Corner, Va.,
and Los Angeles. A third store opened in Washington’s Georgetown neighborhood
earlier this year.
Source: Chicago Tribune