Nordstrom rolls out campaign to attract young fashionistas

Nordstrom is launching a new national marketing campaign withprint, digital and video components as the retailer seeks to improve its connection with younger customers.

The campaign, called "See Anew," is an optimistic celebration of spring fashion in a highly visual creative execution involving mirrors, floral prints and smiling models. The campaign's TV, digital, print, social, and video components debut today.The campaign is anchored by a short film spearheaded by Nordstrom Vice President of Creative Projects Olivia Kim in collaboration with experimental filmmakers Tell No One of Good Egg and branding agency Partners & Spade.

"The assignment was to inspire new and existing customers, to give them a different perspective from what they may have seen from us before," said Kim. "We took the approach of starting with the most inspirational, beautiful spring product and then partnered with an incredible team of creatives to make what we think is really compelling content. The intent was to focus on a mood—the fresh, optimistic mood that spring brings. I absolutely love that some of the models are smiling—that looks really fresh to me. I love how in the film, the fashions and the faces turn into flowers in full bloom."

Nordstrom has long been known for superior customer service and a loyal customer base, but sales have faltered recently. The company lowered its fiscal year expectations after experiencing soft sales in the third quarter and its stock is down 42% from a year ago.

The retailer's Chief Marketing Officer Brian Dennehy added: "Our hope is that the work touches a different spirit and connects with a younger customer than we have in the past." Dennehy continues, "Olivia is a non-traditional merchant and we've had success with her recent projects such as the Pop-in@nordstrom shops and the fledgling Space department. We were excited to pair Olivia's spirited take on fashion with our love for our customer and we are delighted with the results."

Nordstrom operates 323 stores in 39 states, including 121 full-line stores in the United States, Canada and Puerto Rico; 194 Nordstrom Rack stores; two Jeffrey boutiques; and one clearance store.