nordstrom creative strategy
Post on 08-May-2015
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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?
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