In August 2018, Nordstrom launched its first national Canadian marketing campaign under the moniker “True Nord”. The multi-faceted campaign encompasses digital, TV, YouTube, social media, e-commerce, and out-of-home placements. The high-fashion commercials were shot in the Greater Toronto Area and feature Canadian bloggers, stylists, activists and models of various ages, races, religions, sexual orientations and sizes. The narration does not attempt to position Nordstrom as a Canadian company, but rather one that admires and shares Canadian values. It highlights key themes of diversity and acceptance under a lens of individuality and style.
Nordstrom currently operates six full-price stores in Canada, and plans have six off-price Nordstrom Rack stores here in the near future. Many view Nordstrom’s first Canadian national campaign as an attempt for the retailer to develop brand loyalty in a market where competitors such as Hudson’s Bay are synonymous with Canadian culture. Do you think this campaign has successfully emphasized Nordstrom’s shared Canadian values of being inclusive, diverse, and welcoming as an American retailer without overstepping patriotic boundaries?
Watch the “True Nord” advertisements for yourself below: