Nordstrom today unveils a “Looking Forward” campaign to flag its first stand-alone men’s store, which will open in Manhattan on Broadway between 57th and 58th Streets in April.
The men’s store is part of a flagship complex, consisting of a 320,000-square-foot women’s store scheduled to open in fall 2019 on 57th Street just across from the men’s store, and the 47,000-square-foot men’s store. The flagship is Nordstrom’s first full-line location in New York City and most expensive store to date, exceeding $500 million.
Olivia Kim, Nordstrom’s vice president of creative projects, led the campaign creative in collaboration with Partners & Spade and said it reflects “how as a Seattle-based company, we are really looking forward to coming to New York. ‘Looking forward’ has a very positive spin. We really wanted to celebrate our people, our fashion authority, and our first foray into the best city in the world.”
The campaign shows Nordstrom staffers “to express who we are, some of the services we are excited about offering, and what will be our most elevated assortment from the men’s point of view,” Kim said.
Labels in the campaign include Acne, Carhartt WIP, Eleventy, Eton, Hickey Freeman, Norse Projects, Saturdays NYC and Tiger of Sweden and reflect the “approachability and accessibility” of Nordstrom’s assortment, Kim said.
“In some ways, the campaign is very simple,” added Anthony Sperduti, co-founder of the Partners & Spade agency. “It’s people first. We’re putting humanity in front of the camera. It’s analogous to how Nordstrom sees the world. It’s important for the campaign to be authentic to the brand proposition. At the same time, there’s a fresh and sophisticated perspective on men’s fashion. In the campaign, we have both employees and models, which serves to tell both sides of the story.”
Other taglines are being used such as “Looking Forward to Making Sure the Shoe Fits,” “Treating You Like Family,” and “Looking Forward to Delivering in a New York Minute.” The idea is to bolster Nordstrom’s reputation for service and highlight the extensive footwear offering. According to Kim, Nordstrom’s men’s store will have a bigger shoe assortment than other Nordstrom stores. Brand partnerships and collaborations will spice up the presentation.
Nordstrom salespeople, a Nordstrom tailor and Cailin Caro, the manager of the men’s store, are seen in the campaign, as well as five male models. The campaign will be in T Magazine, GQ, WSJ Magazine, in social media, on the store façade, on Nordstrom.com, in the Nordstrom catalogue and throughout the subway stations in the Columbus Circle area.
In other Nordstrom news, the Oak Park Mall full-line store in Overland Park, Kan., will be relocated to Country Club Plaza in Kansas City, Mo. The 116,000-square-foot store is expected to open in 2021, which is when the existing store will close.
“Kansas City continues to be a terrific market for us,” said Jamie Nordstrom, president of stores for Nordstrom. “We want to grow our business here, which means we need to invest in bringing our customers the best we have to offer when it comes to both our digital capabilities and our physical locations.”
“The addition of a new Nordstrom store advances Taubman and Macerich’s promise to create a modern, point-of-difference experience on the Plaza,” said William S. Taubman, chief operating officer, Taubman Centers Inc. “Exciting new retail and dining will ensure the district’s future success.”
Taubman Centers and The Macerich Co. jointly own and manage the 1.3 million-square-foot, mixed-use retail and office property located in Kansas City. The Oak Park Mall store opened in 1998 and was Nordstrom’s first store in Kansas.