Nordstrom taps prominent New York residents for their second advertising campaign in the city.
Nordstrom has launched the second part of its "Nordstrom for Everything New York" campaign, showcasing iconic people and places in the city. The campaign, which was captured at the American Museum of Natural History, the Plaza Hotel, Zabar's, and Nom Wah, aims to celebrate the moments that matter to customers and deepen the connection with the New York community.
The campaign features a star-studded lineup, including filmmaker Spike Lee, actors Amy Sedaris and John Turturro, model Carlisle Aikens, comedian Kate Berlant, and other noteworthy New Yorkers.
At the heart of the campaign is a personalized shopping experience at the Nordstrom flagship store. The company has launched Nike Running @ The Corner, a limited-time pop-up shop dedicated to runners of all levels. This pop-up offers a curated selection of Nike's latest road running shoes tailored to different running styles, along with select women's running apparel, accessories, and gear customization services.
In addition to the Nike pop-up, Nordstrom has partnered with various establishments to create exclusive, in-store activations throughout the year. These include expert-led workshops, community runs, recovery sessions, styling sessions, and a strong emphasis on community building. The Columbus Circle station near the flagship store will also feature a special takeover as part of the campaign.
Nordstrom's strategy is to combine product innovation, expert guidance, and experiential retail to connect deeply with the NYC running and lifestyle communities. The company has also incorporated partnerships with curated brands, such as the Muse shop-in-shop featuring distinctive jewelry and home decor, to enhance the localized shopping experience for New Yorkers.
The latest campaign comes as New York City has become a critical market for Nordstrom during the reopening process post-pandemic. In Q4 of 2021, Nordstrom saw a 4.9% sales bump year over year, and the company has updated its guidance to anticipate its 2024 revenue to rise between 1.5% and 2.5% from the previous year.
The campaign will be distributed across various platforms, including taxi tops, newsstands, bus shelters, subway stations, social media, print, and digital ads. Nordstrom aims to promote the services it offers at its New York location, including on-site beauty experiences, last-minute alterations, styling, and various food and beverage options.
As consumer data becomes more readily available, retailers like Nordstrom are tapping into shopper data to personalize the shopper experience. The company, along with Nordstrom family members and El Puerto de Liverpool, used funds from the Nordstrom family, Liverpool, and financing from ABL bank to bring the company back under family control for $6.25 billion.
[1] Nordstrom Press Room. (n.d.). Nordstrom for Everything New York. Retrieved from https://news.nordstrom.com/nordstrom-for-everything-new-york
[2] Nordstrom Press Room. (n.d.). Nordstrom for Everything New York: Nike Running at The Corner. Retrieved from https://news.nordstrom.com/nordstrom-for-everything-new-york-nike-running-at-the-corner
[3] Nordstrom Press Room. (n.d.). Nordstrom for Everything New York: Muse Shop-in-Shop. Retrieved from https://news.nordstrom.com/nordstrom-for-everything-new-york-muse-shop-in-shop
[4] Nordstrom Press Room. (n.d.). Nordstrom for Everything New York: The Corner Pop-Up Shops. Retrieved from https://news.nordstrom.com/nordstrom-for-everything-new-york-the-corner-pop-up-shops
[5] Nordstrom Press Room. (n.d.). Nordstrom for Everything New York: In-Store Activations. Retrieved from https://news.nordstrom.com/nordstrom-for-everything-new-york-in-store-activations
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