Nordstrom Conversation Branded Editorial
Nordstrom Conversation was an online fashion and lifestyle magazine on Nordstrom.com. Conversation was Nordstrom’s first foray into enabling social functionality for website fashion features and the appeal of this section was closely tied to reader interactions and feedback. It was also the first time staff writers and graphic designers got bylines on Nordstrom editorial features.
As a writer and editor on this small and scrappy team, I concepted, pitched and created branded, shoppable editorial articles that ranged from covering movements to must-haves. Each piece needed to feel culturally relevant while giving Nordstrom shoppers a new perspective on seasonal trends and merchandise.
Read selected publications, below, or view my full collection of Conversation articles here.
Artisanal Appreciation
This article offered a look at three ways Nordstrom customers can connect with artisanal culture, featuring brands like Krochet Kids, Alexis Bittar and Mad Hatcher Poultry. Farm to table, handmade, small batch. How does a national retailer like Nordstrom authentically connect with these concepts?
I didn't want this to sound like a PR piece or a long-form ad campaign, so I focused on the people behind each movement. I profiled Bernie Hatch, a chicken farmer whose local poultry is served in Nordstrom cafes in Washington state, Alexis Bittar, a jewelry designer who got his start selling vintage Bakelite baubles on the NYC streets, and Krochet Kids, a knit-goods non-profit benefiting women in Northern Uganda.
The article successfully tied products sold at Nordstrom to the artisanal movement and received overwhelming support via customer comments, shares and promotion on Nordstrom’s social channels.
Most Wanted: Eco-Friendly Fashion
Published in support of for Earth Day 2011, this story served as quick primer for Nordstrom customers on the most commonly used and available eco-friendly fabrics and materials used in fashion. It also gave me an opportunity to nerd out over environmental factoids, while challenging me to tie it all back to Nordstrom in a way that didn't seem insincere.
I was responsible for the concept, editorial direction, research, visual direction, copywriting and merchandising. I researched eco-fashion trends and mapped available merchandise to each to create a story that educated Nordstrom customers while giving them access to feel-good fashion.
Most Wanted: An Organized Closet
For this installment of Nordstrom Conversation's "Most Wanted" series, I targeted customers seeking to do a little spring cleaning — and reward their efforts with fresh wardrobe updates. Aided by insights from Nordstrom's visual merchandising team and other organizational experts, I wrote this popular piece that offered practical advice while promoting Nordstrom's Personal Stylist services.