Premium Denim Brand: Nordstrom Anniversary Sale Bet
The Anniversary Sale is the only retail event that matters in US premium fashion. Year One was the entry. Year Two Anniversary Sale was the goal. And earning that placement requires Year One sell-through proof at the right floor doors.
Growth in Conversions
Premium denim brand needed Nordstrom national floor launch with fixture build, sales associate training, and a Nordstrom-exclusive capsule to earn premium floor placement.
Content Optimization
MOART executed fixture build to Nordstrom merchandising standards, trained 8 floor BAs, and designed a Nordstrom-exclusive capsule collection of 12 SKUs.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Nordstrom's Anniversary Sale is the single highest-leverage retail event in US premium fashion. Brands that earn placement in the Sale catalog see Year Two volume that justifies the entire launch cost. Brands that miss the Sale catalog tend to plateau. Year One launch decisions. Which doors, which capsule, which BAs. Are made with the Year Two Anniversary slot in mind.
Execution
We positioned for the Anniversary Sale by anchoring Year One at the 16 Nordstrom flagship doors with the highest premium-denim sell-through history (Seattle, NYC flagship, Bellevue, San Francisco Centre, plus 12 others). Fixture build ran to Nordstrom's premium-denim merchandising spec. 8 floor BAs were trained at a 1-per-2-doors ratio, with floating coverage for the 4 highest-traffic locations.
The strategic insight was the Nordstrom-exclusive capsule. A 12-SKU collection that wouldn't appear in any other retailer, designed to give the Year Two Anniversary Sale buyer the exclusive-story she needed for the catalog. We pitched the capsule six months ahead of Year Two line review.
Project Results
16 Nordstrom flagship doors with 8 trained BAs and the 12-SKU Nordstrom-exclusive capsule live. Year One sell-through delivered the data the Anniversary Sale buyer required. The brand was added to the Year Two Anniversary catalog in the premium-denim section.
Conclusion
Let’s get in touch
Ready to start working
together with us?
Marketing, creative, and product knowledge functions continue to be of primary importance to our organization as we strive to meet the increasing demands and challenges of the Industry.
