Dive Brief:
- Nordstrom is running its first television ad in three years as part of the “See Anew” campaign promoting its spring collections.
- The energetic, kaleidoscopic ad is intended to reach younger consumers, a goal that the chain has achieved successfully in recent years.
- Thirty and 15-second spots began airing in four markets on Monday, with digital, social, and print components to follow shortly.
Dive Insight:
Nordstrom is looking to television to attract younger shoppers with its first ad since 2013. Part of the chain’s “See Anew” campaign, the TV ad features models dancing in colorful spring outfits, appearing and disappearing into kaleidoscope mirrors to the sound of Matthew Dear’s sunny 2007 electronic pop song, "Elementary Lover."
While most old-line department store chains are struggling to attract sales, Nordstrom revenues reached $3.2 billion in the third quarter of 2015, up 6.6% from the year prior. The chain says it has succeeded in drawing younger consumers, and may be looking to build up on the sales momentum while it has money to spend.
Television is still considered to be the biggest awareness engine, but DVR and cord-cutting technologies ensure that many ads are never seen during broadcast—particularly among younger demographics. The “See Anew” campaign will also feature digital, social, and print components.
