Creative Strategy

Situational Analysis

• Nordstrom provides the fairytale shopping experience– Treats customers like royalty– Majestic, elegant settings– Provides fashion for a princess– Recent Federated Department Stores

acquisition of Marshall Field’s = more key high-fashion vendors leaving Field’s for Nordstrom

Situational Analysis

• But loyal customers only shop one to four times per year– Inconvenient locations and busy

customer schedules– De-malling of America phenomenon

taking customers away from regional shopping centers – where Nordstrom is located – in favor of more conveniently located lifestyle centers

– Stiff competition from other fashion retailers (i.e., Macy’s, Bloomingdales)

Objectives

Business ObjectiveIncrease frequency of visits and leverage new fashion lines

Marketing ObjectiveAppeal to the socialization needs of suburban moms; draw more social-oriented traffic

Communication ObjectiveNordstrom. Where friends and fashion meet.

Target Customer

DemographicsRegion: Suburban USAOccupation: Career momGender: FemaleAge: 35-50Income: $100,000 hhi and upFamily: Married, teenage kids

Target Customer

PsychographicsLifestyle: Time starved

Loves socializingCraves personal

attentionStarting to focus again

on fashion for self

Target Customer

BehavioralShopping Freq: 1-4 times/year

(at Nordstrom)User Status: Existing userLoyalty Status: Moderately loyalAttitude to brand: TrustingFashion: Trendy, but starting to

take risks

Opportunities

• Target customer already loyal to and trusting of Nordstrom

• Target customer is craving more fashion for herself and more opportunities for socializing (now that kids are older)

• The fashion planets have aligned - Nordstrom recently gained several new high-end fashion lines thanks to the vendor dissatisfaction from the Federated Department Stores acquisition of Field’s

Strategy

• Play to the target customers’ craving for friends and fashion – Inspire more social-related visits – Leverage new high-end fashion lines

Big Idea

Where do our target customers typically socialize?– Lia Sophia parties– Avon parties– Purse parties– Pampered Chef parties– Southern Living parties– Bunco parties

And what do these things all have in common?

Big Idea

PARTY!

Big Idea

And what do all parties have?–Friends (usually dressed to kill)

– Invitations–Drinks & food

Big Idea

You’re invited. Drawing from the concept of party, we’ll focus on a celebration of friends and fashion. Bring your friends and we’ll bring ours (our friends being Gucci, Valentino, Michael Kors, Jimmy Choo, and other fashion designers). Nordstrom. The party where friends and fashion meet.

Tactical Execution

Direct Mail (invitation)

Tactical Execution

Direct Mail (invitation)

You’re Invited

10:30 – complimentary coffee11:00 – free beauty make-overs12:00 – lunch in the café 1:00 – dressing room fashion show 2:30 – try on all the shoes 4:00 – make your fine jewelry wish list 5:00 – head home to try everything on

Already Attending:Gucci, Versace, Christian Dior, Prada, Blumarine, Burberry,Michael Kors, Valentino, Chanel,Vera Wang, Jimmy Choo, Missoni,Roberto Cavalli, Dolce & Gabbana,Donna Karan, Marc Jacobs,Yves Saint Laurent, Mulberry,Chloe, Derek Lam and more

Bring this postcard in for a free coffee at Nordstrom cafe

(Bring your friends and we’ll bring ours)

Tactical Execution

Magazine Ad

Tactical Execution

Outdoor

Questions?