Seattle is home to several curator brands – organizations that create products, services or experiences that stand up to the conversation of the marketplace. These brands curate and participate in the conversation, whether that’s happening on the street, through social media posts and updates or unfolding in the media. Nordstrom is a fantastic example of a curator brand. Just last week, our office was chatting about Nordstrom’s decision to integrate Pinterest with its in-store shopping experience. The brand made news when it gave a nod to the conversations and activity happening among the more than 4.5 million followers on Pinterest. Now, shoppers in 13 Nordstrom locations will see Pinterest icons, noting “most pinned” products. We loved this idea.
Last night, I had the opportunity to attend the Nordstrom Designer Preview. Each year, Nordstrom showcases top designers’ Fall collections in a highly produced runway event benefiting the Seattle Art Museum. As I sipped my Glamourtini and soaked in the sunset view from the Pier 91 location, I marveled at how Nordstrom had carefully scripted the evening to provide participants opportunities to create conversations around their brand. Before the models took to the runway, they invited Lawren Howell, Vogue’s West Coast Fashion Editor, to share 5 highlights from the Fall runway shows in London, Paris, Milan and New York. Did you know that coats are the new handbag? Neither did I, but I felt an urge to reach for my phone and tweet out some newly learned fashion nuggets. They even provided me with a hashtag to do so -- #NordstromxVoguePromos.
After the show, guests were invited to browse the Pop-Up Store, and try on looks straight from the runway. Snap a selfie in that amazing coat with feathers? Yes, please! While I didn’t see any Pinterest icons throughout the evening, Nordstrom produced a flawless event that inspired me to share my experience not just with my friends at the event, but to post my favorite looks on Facebook and Instagram, tweet news of my great seat (row 1!) to friends and family and make a Vine of the fabulous people watching. Friends who weren’t even in the same state commented on my favorite Gucci dress. My mom, who had joined me a few years ago, messaged me that hoped to come back next year. And a few people even ooh’d and ahhh’d over my sweet row 1 seat (row 1!). Thanks for sparking such a fun conversation, Nordstrom.