Neiman-Marcus, the Texas retailer that opens its first area store Monday at Wisconsin and Western Avenues, already is planning a second Washington store.
It will be in the proposed Tysons II mall. Richard Marcus, the company's vice chairman, hinted in a speech at the advertising club luncheon yesterday.
Marcus said the company plans to open two stores a year for the next five years, putting "additional stores in markets such as this one" where the business volume justifies more than one unit.
Asked by an advertising man how Neiman-Marcus feels about the Tysons Corner area. Marcus grinned and replied "We feel very nicely about it."
Delayed several years by construction snags, the Mazza Galleria shopping center opens next week with Neiman-Marcus and a handful of other stores. The remaining tennants will move in gradually through next March.
When Neiman-Marcus moves into a new market. "We are up against a lot of people's expectations of what we are and what we are not," Marcus said.
Though the store's reputation is a place where Texas oil men buy their baubles, Neiman-Marcus has "many departments that are highly competitive. Some parts of our business are far less exclusive than others," Marcus noted.
Spurning what he called "retail buzz words" such as "updated" or "contemporary." Marcus instead discribed his stores customers with the terms "discriminating . . . a level of sophistication."
He said the chain's merchants attempt to give customers "a feeling of Euphoria" with room to move around, a place to sit down, and fixtures and merchandise displays that do not compete with customers.
Rather than presenting shoppers with a mass of merchandise, Neiman-Marcus believes in "editing" its assortments so customers are "shopping is an environment where someone has already pre-selected what they are going to look at," Marcus said.
"Customers today don't enjoy feeling they are inundated with merchandise" because shoppers - particularly women - are too busy to spend hours picking through dozens of different items, he asserted.
In addition to pre-selecting merchandise, the company believes in one-to-one selling, with sales people picking items to show their customers. Sales training for employees of the new store started three weeks ago.
Marcus said marketing efforts will focus on individual customers, selected by a newly-formed department specializing in what he called "customer intelligence."
In addition to shoppers who know Neiman-Marcus by reputation, there are already 30,000 mail order customers in the Washington area and an other sizable block of customers who have shopped at other Neiman-Marcus stores.