Nordstrom Creative Strategy

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My final project for my MBA class on branding (creative strategy). Got an A.

Published in: Business, Design

Nordstrom Creative Strategy

  1. 1. Creative Strategy
  2. 2. Situational Analysis <ul><li>Nordstrom provides the fairytale shopping experience </li></ul><ul><ul><li>Treats customers like royalty </li></ul></ul><ul><ul><li>Majestic, elegant settings </li></ul></ul><ul><ul><li>Provides fashion for a princess </li></ul></ul><ul><ul><li>Recent Federated Department Stores acquisition of Marshall Field’s = more key high-fashion vendors leaving Field’s for Nordstrom </li></ul></ul>
  3. 3. Situational Analysis <ul><li>But loyal customers only shop one to four times per year </li></ul><ul><ul><li>Inconvenient locations and busy customer schedules </li></ul></ul><ul><ul><li>De-malling of America phenomenon taking customers away from regional shopping centers – where Nordstrom is located – in favor of more conveniently located lifestyle centers </li></ul></ul><ul><ul><li>Stiff competition from other fashion retailers (i.e., Macy’s, Bloomingdales) </li></ul></ul>
  4. 4. Objectives <ul><li>Business Objective </li></ul><ul><li>Increase frequency of visits and leverage new fashion lines </li></ul><ul><li>Marketing Objective </li></ul><ul><li>Appeal to the socialization needs of suburban moms; draw more social-oriented traffic </li></ul><ul><li>Communication Objective </li></ul><ul><li>Nordstrom. Where friends and fashion meet. </li></ul>
  5. 5. Target Customer <ul><li>Demographics </li></ul><ul><li>Region: Suburban USA </li></ul><ul><li>Occupation: Career mom </li></ul><ul><li>Gender: Female </li></ul><ul><li>Age: 35-50 </li></ul><ul><li>Income: $100,000 hhi and up </li></ul><ul><li>Family: Married, teenage kids </li></ul>
  6. 6. Target Customer <ul><li>Psychographics </li></ul><ul><li>Lifestyle: Time starved </li></ul><ul><li>Loves socializing </li></ul><ul><li>Craves personal attention </li></ul><ul><li>Starting to focus again on fashion for self </li></ul>
  7. 7. Target Customer <ul><li>Behavioral </li></ul><ul><li>Shopping Freq: 1-4 times/year </li></ul><ul><li>(at Nordstrom) </li></ul><ul><li>User Status: Existing user </li></ul><ul><li>Loyalty Status: Moderately loyal </li></ul><ul><li>Attitude to brand: Trusting </li></ul><ul><li>Fashion: Trendy, but starting to take risks </li></ul>
  8. 8. Opportunities <ul><li>Target customer already loyal to and trusting of Nordstrom </li></ul><ul><li>Target customer is craving more fashion for herself and more opportunities for socializing (now that kids are older) </li></ul><ul><li>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 </li></ul>
  9. 9. Strategy <ul><li>Play to the target customers’ craving for friends and fashion </li></ul><ul><ul><li>Inspire more social-related visits </li></ul></ul><ul><ul><li>Leverage new high-end fashion lines </li></ul></ul>
  10. 10. Big Idea <ul><li>Where do our target customers typically socialize? </li></ul><ul><ul><li>Lia Sophia parties </li></ul></ul><ul><ul><li>Avon parties </li></ul></ul><ul><ul><li>Purse parties </li></ul></ul><ul><ul><li>Pampered Chef parties </li></ul></ul><ul><ul><li>Southern Living parties </li></ul></ul><ul><ul><li>Bunco parties </li></ul></ul><ul><li>And what do these things all have in common? </li></ul>
  11. 11. Big Idea <ul><li>PARTY! </li></ul>
  12. 12. Big Idea <ul><li>And what do all parties have? </li></ul><ul><ul><li>Friends (usually dressed to kill) </li></ul></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><li>Drinks & food </li></ul></ul>
  13. 13. Big Idea <ul><li>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. </li></ul>
  14. 14. Tactical Execution Direct Mail (invitation)
  15. 15. Tactical Execution Direct Mail (invitation) You’re Invited 10:30 – complimentary coffee 11:00 – free beauty make-overs 12:00 – 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)
  16. 16. Tactical Execution Magazine Ad
  17. 17. Tactical Execution Outdoor
  18. 18. Questions?

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