By NATIONAL REVIEW EditorsNovember 21, 2018Nordstrom is using its “Sassy” ads campaign to tell shoppers it is a brand of “real life” that is inclusive, progressive, and not afraid to take on some controversial social issues.
The ad, which is part of the retailer’s broader “Celebrate Your Family” campaign, depicts a young mother in a pink skirt holding her toddler as she walks down the aisle at Nordstrom, a reference to the company’s “Sisters” campaign that has been trending online since January.
The mother is wearing a pink dress with a purple belt, a blue shirt, and a pink bowtie.
The campaign is part the retailer and the National Academy of Social Justice Awards.
The ad shows the mother holding the toddler as a reminder of the social justice movement in the U.S. and the way it has been successfully used to fight for women’s rights and to fight racism.
The family is shown walking in the aisle of Nordstrom in a way that shows that the “family” is not just about the family but about the person.
The mothers clothing is not overtly political, but the mother holds her child in her arms, and the two women share a “family photo” on their childrens front and back, all in a positive way.
The image is an echo of the feminist movement that has pushed back against the idea that the family is about one person.
In an interview with CNN’s Erin Burnett, the brand’s senior VP of brand and social media, Michelle Beasley, said that the campaign has been a part of Nordustown since last year and that it was part of a “long-term strategic plan” to create “a world where women feel safe to celebrate their family.”
“I think that the [Sassy] campaign has shown that our brand is really embracing the feminist, progressive values that have helped to make our brand one of the most admired brands in the world,” she said.
“We’ve seen women feel empowered, confident, and beautiful and have felt proud to be part of our community and our brand.”
The campaign was launched by Nordstrom to celebrate the 20th anniversary of the Women’s March on Washington, which was led by then-candidate Donald Trump.
The group was also featured in the “Sisterhood” campaign launched by Ivanka Trump and her husband Jared Kushner and the “#SisterCares” campaign created by Ivanka’s daughter, Ivanka Trump.
“It was just really, really a great way to celebrate our 20th year of being a company that’s really about empowering women and showing them they have power and that they can be more than just just breadwinners,” Beasley said.
“So that was really a really important moment for us, and really the goal of this campaign was to make sure that women were proud to celebrate those things.”
The brand’s marketing team said that while Nordstrom does not take sides on political issues, it does not have any plans to alter its policies, which are inclusive and progressive.
Beasley said that since the campaign was announced, she and other senior leadership have been listening to the “sisters” community and have made adjustments to how they are doing business.
The company has also added more diversity in leadership roles, Beasley added.
“That has been really great,” she told Burnett.
“We’ve got a great mix of women, we’ve got people who are both very well-known and we’ve also got people that are still new to the brand.
I think it’s great that we’ve been able to create a more diverse workforce.”