Nordstrom

#ConfidenceFromNordstrom

By Mimi DeGaetano

CREATIVE BRIEF

Problem: 

Consumers aren't shopping in-store as much, and return rates are at an all time high. Nordstrom's personal shoppers in store are not known about, and therefor not utilized. 

Target Audience: 

• Women 18-45
• Household income $120,000 +
• College Educated
• Active lifestyle
• Values the opinions of others
• Regular users of social media
• Follows influencers, bloggers, celebrities
• Live in suburban/urban areas. 
• Socially aware
• Enjoys fashion

Consumer Insights: 

If people knew that Nordstrom had personal stylists and a strong customer service presence, customers would visit/shop in-store.  

Communication Objectives:

Increase in-store foot traffic by 20%

Proposition/Selling Idea:

Nordstrom provides its customers personal stylists to help each and every customer achieve their goals leaving confident. 

Support:

Personal Stylists

• The services provided by a personal stylist are completely free. 
• Nearly every store provides this service to it's customers .
• Nordstrom staffs experts who specialize in all aspects of style, including women's fashion, menswear, beauty, weddings—even kids' clothes.

Brand Imperatives: 

• Logo 
• Present Website
• Shareable 
• Anniversary Sale Catalog
• Educate on Personal Shopper
• Utilize Social Media
• Link to Learn More
• Interactive

Creative Direction: 

Emotional appeal, showing results of the positive impact of shopping with a personal stylists, highlight the apparel 

“According to data, more than half (54%) of consumers have stopped purchasing products from a brand or retailer website because choosing was too difficult, while 42% abandoned a planned purchase because there was too much choice. However, being offered honest, personal advice during the shopping experience could change the game for 68% of customers." (CSA, 2018)

Create an emotional, friendly, family oriented connection.

Media:

Anniversary Catalog, Google AdWords, Facebook Ads

Free: Facebook, Twitter, Pinterest, IG through posting.  

When searching "Nordstrom Selfie" in google images...

I wanted to utilize the already existing Nordstrom dressing room selfie phenomena. These are regular people, with different background, price ranges, and body types. I wanted to show how a personal stylist's touch can give a customer confidence, while encouraging customers to continue to post their Nordstrom dressing room selfie. 
 

Every year Nordstrom sends out a catalog promoting its biggest sale of the year. I wanted to do something different, that didn't feel like a regular old catalog. The idea would be to fill the catalog with selfie's of customers all over the country with the apparel on that was styled by a personal stylist.