Festival-bound this summer? Luxury department store chain Nordstrom wants to upgrade your festival experience this year, expanding their brand to include fun, new Pod stations set to pop up at music festivals across the country. The retailer’s millennial-focused new project will include selfie stations and plenty of product samples.
Nordstrom’s Pods premiered at the South by Southwest festival earlier this month as an extension of their “See Anew” campaign. This experimental initiative utilizes social media and digital platforms to attract younger consumers. The retailer hopes to connect with current and potential customers at music festivals by “providing a relevant Nordstrom experience,” according to brand spokesperson Pamela Lopez.
This year, Nordstrom’s interactive Pods will appear at four different music festivals. In one pod, attendees can create custom screen-printed totes. In another, festivalgoers can pamper themselves in a kaleidoscopic beauty room fully outfitted with mirrors, beauty and fragrance samples, and a dream closet. After their rejuvenating beauty bar experience, guests can take some destination-themed selfies at the GIF photo booth. Each of the Pods will provide samples, games, or contests to win products and other prizes.
These stations are designed to give festivalgoers a place to recharge and refresh while also drawing attention to the brand and its vision.
In addition to reaching out to millennials, Nordstrom also saw the festival scene as an opportunity to appeal to potential luxury consumers.
Luxury Daily contributor Sarah Jones states that, by “taking consumers along for the ride via social media or sharing style advice, brands sought to reach out to the affluent audience in attendance.”
The company’s new initiative could not only serve as a platform to reach a younger audience, but it could also open up opportunities within their existing customer base.
Countless fashion and beauty brands are taking advantage of the benefits of experiential marketing. Have you ever enjoyed a memorable or inspiring branded experience at a music festival? Tell us about it in the comments.
Read more at Luxury Daily.
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