Nordstrom Makes Its Big Move On Millennials

A new Nordstrom campaign finds the retailer seeking to get millenials looking in its direction.

The “See Anew” marketing campaign, as Luxury Daily explains, is anchored by a kaleidoscopic short film, whose theme is a celebration of the spring season and extends into print, online, out-of-home, social and television marketing channels. The inclusion of the digital and social elements, the outlet attests, could offer Nordstrom particular value in reaching younger consumers.

“Everyone in our line of business needs new customers,” Nordstrom spokesperson Pamela Lopez told Luxury Daily. “We hope that customers of all ages will connect with the campaign’s accessible, inspiring, joyful details, including smiling, dancing models, floral prints, real flowers and flower petals. We think these are all optimistic elements of spring, and we wanted to capture the concept of the rebirth that comes with the spring seasons.”

The See Anew campaign is the result of a collaboration between Nordstrom Vice President of Creative Projects (and creator of Pop-in@Nordstrom) Olivia Kim, branding agency Partners & Spade and experimental filmmakers Tell No One of Good Egg.

The video centerpiece, Luxury Daily reports, is on YouTube and Vevo, as well as being optimized for mobile viewing on Pandora and mobile publishing platform KARGO. Furthermore, sponsored posts related to the See Anew campaign are being promoted across Instagram, Facebook and Twitter; similarly, Snapchat and Instagram serve host to additional targeted programs.

“Our hope is that the work touches a different spirit and connects with a younger customer than we have in the past,” Brian Dennehy, chief marketing officer at Nordstrom, said in a statement.

And Lopez added, in her comments to Luxury Daily: “There are a lot of elements of fashion, but we wanted to focus on being accessible, appealing and open, and we think the kaleidoscopic imagery is engaging, playful and joyful. We hoped to capture a young spirit.”


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