Dive Brief:

• Joining other retailers with social media ambassador programs, Nordstrom has opened applications for people ages 14 to 22 to join The Ambassador Program @ Nordstrom, which facilitates mentorship experiences in retail, fashion, digital styling, content creation and other roles. The retailer said it will accept applications until Aug. 31 for the Sept. 2021 to May 2022 program.

• The program will organize virtual meetings with participants and Nordstrom leaders regarding marketing, social media, design, merchandising, tech and other topics, according to a Tuesday press release emailed to Retail Dive.

• The retailer said it will offer paid styling and content opportunities for participants over 18 years old. It will give independent stylists access to its selling tools to promote curated items on their social media channels, the company said.

Dive Insight:

With its new ambassador program, Nordstrom is integrating emerging content creators into its brand strategy.

The retailer said it would give participants the chance to produce original social media content across the Nordstrom and Nordstrom Rack channels in collaboration with its brand creative and social teams. Program participants won't be compensated for their time, but ambassadors who promote products on their social feeds will earn a 5% commission for each item they sell, and content creators and independent stylists will also be paid, the company added.

Nordstrom is following in the footsteps of other retailers that have enlisted social media influencers into ambassador initiatives. After piloting the program with its employees first, Macy's expanded its Style Crew ambassador program to other beauty and fashion aficionados last year. West Elm took a slightly different approach with its program by bringing in design professionals, dubbed Tastemakers, alongside social media influencers, referred to as Insiders. Meanwhile, Express introduced exclusive items for its ambassador program participants, also known as Express Style Editors, to curate and promote on their feeds in exchange for commissions. 

Besides the ambassador program, Nordstrom has taken other steps to attract new, particularly younger customers. In March, the retailer unveiled a shoppable livestream platform where it can host live shows. Last month, it acquired a minority stake in Topshop, a move that could help it gain favor among twenty-something shoppers.