“Stanley Marcus: The Relentless Reign of a Merchant Prince,” by Thomas E. Alexander, State House Press, 2018, 280 pages,$19.95

Neiman Marcus is Texas’ signature department store. It was the first place where Texas and high fashion converged. It remained the Texas arbiter of fashion throughout the 20th century.

“Stanley Marcus: The Relentless Reign of a Merchant Prince,” by Thomas E. Alexander, is a biography of the man who turned Neiman Marcus into the aristocrat of department stores.

Stanley Marcus did not found Neiman Marcus. His father and uncle did. They, along with Stanley’s aunt, made Neiman Marcus into Dallas’s leading store. Herbert Marcus’ salesmanship and insistence on customer satisfaction, Carrie Neiman’s (nee Marcus) fashion sense and Al Neiman’s shrewd management of expenses proved a perfect fit for a Dallas growing wealthy through then-new oil money. The new-money rich could go to Neiman Marcus, get dressed right without feeling condescended to.

Stanley Marcus became the prince inheriting this kingdom because he was Herbert’s oldest son (Al and Carrie had none). That was how family businesses ran back then. But, as in a fairy tale, he had a magic touch when it came to retailing luxury goods.

Alexander’s biography shows how Stanley Marcus transformed Neiman Marcus from Dallas’ leading department store to an American fashion icon. Alexander shows how in the 1930s Marcus managed to make Dallas a fashion center by a combination of fashion sense, marketing and exclusivity. Neiman Marcus was the first fashion store outside of New York City advertising nationally, creating a national identity.

The book is told from an insider’s perspective. Alexander became Neiman Marcus’ sales promotion director in 1970. He worked directly with Stanley Marcus for decades, becoming close friends with Marcus. Alexander’s accounts of the store’s fashion “fortnights” (two- and later three-week marketing extravaganzas focusing on fashions of a country) are often personal recollections. He recounts the successes, failures and challenges met. A similar approach frames his accounts of the company’s expansion to other cities.

“Stanley Marcus: The Relentless Reign of a Merchant Prince” is a book praising a respected friend who has passed. It’s also a highly entertaining and informative look at a great store and the man most responsible for its greatness.

Mark Lardas, an engineer, freelance writer, amateur historian, and model-maker, lives in League City. His website is marklardas.com.

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