Dive Brief:
- Nordstrom launched the second part of its “Nordstrom for Everything New York” campaign Monday, building on the momentum of celebrating the fifth anniversary of its New York flagship store.
- The campaign features filmmaker Spike Lee, actors Amy Sedaris and John Turturro, model Carlisle Aikens, and comedian Kate Berlant, among other noteworthy New Yorkers. Captured at the American Museum of Natural History, the Plaza Hotel, Zabar’s and Nom Wah, the campaign highlights “everyday and extraordinary moments across the city,” the retailer said.
- As part of the campaign, Nordstrom is partnering with the establishments featured in the campaign to create exclusive, in-store activations at the New York flagship store throughout this year. The company will distribute the campaign across taxi tops, newsstands, bus shelters and subway station, as well as across social media, print and digital ads. The Columbus Circle station near its 57th Street flagship store will feature a special takeover, the company said.
Dive Insight:
With its campaign, 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, the retailer said in the announcement.
The campaign celebrates New York, where — after longing to set up shop there — the company finally opened its flagship store in 2019.
Then came the pandemic, which upended operations for Nordstrom and every other retailer during the global health crisis. In 2021, as the country slowly began to reopen again, New York City became a critical market for Nordstrom.
Last year, the company launched a pop-up shop at its flagship store dubbed “The Corner,” where customers could access high-end men’s and women’s ready-to-wear fashion and “one-of-a-kind garments made from antique textiles.”
“With the latest Nordstrom For Everything New York campaign, we’re not only celebrating the moments that matter to our customers but also the iconic people and places that make this city so extraordinary,” Deniz Anders, chief marketing officer at Nordstrom, said in a press release. “Through inspiring in-store activations and storytelling, we’re deepening our connection with the community we’re so fortunate and proud to be part of.”
Nordstrom’s campaign launch follows a successful fourth quarter. Last month, Nordstrom, Inc. saw a 4.9% sales bump year over year in Q4. While Nordstrom’s net sales rose 3.7% year over year, Nordstrom Rack’s net sales grew 7.4% compared to the previous year.
In light of its performance, the company updated its guidance to say that it anticipates its 2024 revenue to rise between 1.5% and 2.5% from the previous year.
As Nordstrom and Nordstrom Rack wrapped up a profitable fourth quarter, executives at Nordstrom Inc. were working to bring the company back under family control. Erik, Jamie and Pete Nordstrom, as well as other family members, entered into a deal with the Mexican retail conglomerate El Puerto de Liverpool to buy the remaining stock. Using the funds from the Nordstrom family, Liverpool, and financing from ABL bank, the company brought the company back under family control for $6.25 billion.
