The 3D installation is comprised of a 55-foot version of their Leith leopard-print body-con dress, a 25-foot long actual wooden hanger and Instagram’s classic blue logo. The upscale fashion retailer also incorporated the comment “Wild about #NSale” as a reference to their Anniversary Sale. Nordstrom chose its flagship store in downtown Seattle to host this 13,398-square-foot multi-layered promotional effort. The brand also used drones to film the installation process. This decision allowed the progress of the project to be shared with Nordstrom’s social media followers. Footage of the process was also featured throughout the store.
The British retailer Harrod’s may have provided inspiration for Norstrom with the unveiling of their own rooftop art installation promoting Harrod’s annual summer sale. The Harrod’s event occurred just a few weeks prior to Norstrom’s exhibit. The American brand added their own unique and modern approach to the concept by using social media to drive store traffic and garner attention around their largest sales event of the season.
Norstrom’s vision seems to recognize statistics which reveal that 51% of shoppers research online and then purchase in store. This latest social media marketing approach isn’t Norstrom’s first attempt at engaging social media followers. The store also highlights top pinned Pinterest items throughout their stores with specific signage drawing attention to the merchandise. The brand really seems to be at the forefront of leveraging social media to increase sales at their brick-and-mortar locations. They also have a strong online presence with their website Norstrom.com which serves customers in 96 countries. Nordstromrack.com site, which operates in partnership with their private sale site HauteLook, gives customers in the U.S., Canada and Australia access to high-end fashions at reduced prices.
Nordstrom has also announced they will be donating the materials used to create its installation to their local Goodwill once the sale is done. Approximately 400 yards of fabric were reportedly used to create the body-con dress element in Nordstrom’s installation. The material will be recycled into reusable shopping bags. This charitable move is aligned with one of the brand’s company values: “be a good neighbor.” Nordstrom has a reputation for contributing to the communities in which they conduct business. This latest promotional effort is obviously a continuation of that tradition.
Nordstrom began as a small Seattle shoe shop in 1901. The brand has grown into a leading fashion specialty retailer serving customers with 304 stores in 38 states and Canada. Nordstrom’s offerings include high-end clothing, accessories, jewelry, cosmetics and fragrances. Select stores also house wedding and home furnishing departments.
