SEATTLE -- Nordstrom Inc. said Friday it will start its biggest-ever advertising campaign to coincide with changes at its upscale department stores, which are trying to stock more popular women's fashions after faltering last year.
The $40 million campaign, featuring the slogan "Reinvent Yourself," will include ads in print and on billboards, with one in New York City's Times Square, and during popular television shows such as "Friends," "Ally McBeal" and "The Practice."Nordstrom's same-store sales, which exclude results from new and closed locations, fell in each of the first three quarters of the year ended Jan. 31. The company is expected to report fourth-quarter results next week. Nordstrom is trying to stock more popular fashions and manage its inventory better, particularly women's apparel.
The yearlong campaign is designed to make consumers rethink a range of ideas, including home decor, "soccer moms" and the Nordstrom brand itself, the company said. In one magazine ad, called "Reinvent the Power Suit," a businessman is shown at work while lounging on a sofa and wearing khaki shorts and an oxford shirt.
The ads are scheduled to run on television beginning Feb. 21 and to appear in magazines including InStyle, Vanity Fair, Essence, Food & Wine and Outside.