Nordstrom has rounded up a new crop of celebrity “ambassadors” for its Anniversary Sale: Russell Wilson, cofounder of Good Man Brand and Seattle Seahawks quarterback; model and body activist Ashley Graham; actors Taye Diggs and Hana Mae Lee; choreographer Keone Madrid and wife/dance partner, Mari, and textile designer Kindah Khalidy.
The Anniversary Sale is Nordstrom’s biggest event of the year. Since started in the Sixties, it’s become an industry phenomena because of its popularity, revenue potential and unique format yet to be copied by competitors.
Retailing in July is typically in the doldrums and most department stores have racks of clearance and no new merchandise. But Nordstrom’s Anniversary Sale is not a promotion or clearance. New women’s, men’s and kids fall merchandise is stocked just for this event, with buyers receiving orders from vendors when department stores typically don’t get them. Store cardholders get early access to the exclusive, limited supply of fall goods at sales prices for two weeks. Prices go back up after the sale.
This year, the Anniversary Sale runs from July 21 through Aug. 6, though the marketing campaign started today.
“It’s a sale like no other,” said Nordstrom executive vice president and chief marketing officer Scott Meden.
Ashley Graham said, “I like to shop investment pieces, like designer bags and shoes, and it’s also a great time to stock up on well-fitting bras because they are the foundation to every outfit.”
The campaign, shot in-house, includes videos that will be posted on nordstrom.com and the retailer’s social platforms. Advertising components include digital, print, out-of-home, as well as store windows and in-store displays.
This is the second year in a row that Nordstrom recruited celebrity “ambassadors” for its Anniversary Sale. Last year, actress Melissa McCarthy, musician Jon Batiste and Dallas Wings point guard Skylar Diggins were among the celebrities.