The program will organize virtual meetings with participants and Nordstrom leaders regarding marketing, social media, design, merchandising, tech, and other topics, according to a Tuesday press release emailed to Retail Dive. The retailer said it will offer paid styling and content opportunities for participants over 18 years old. It will give independent stylists access to its selling tools to promote curated items on their social media channels, the company said.
With its new ambassador program, Nordstrom is integrating emerging content creators into its brand strategy. The retailer says it will give participants the chance to produce original social media content across the Nordstrom and Nordstrom Rack channels in collaboration with its brand creative and social teams. Program participants won't be compensated for their time, but ambassadors who promote products on their social feeds will earn a 5% commission for each item they sell, and content creators and independent stylists will also be paid, the company added.
Nordstrom is following in the footsteps of other retailers that have enlisted social media influencers into ambassador initiatives. After piloting the program with its employees first, Macy's expanded its Style Crew ambassador program to other beauty and fashion enthusiasts last year.
West Elm took a slightly different approach with its program by bringing in design professionals, dubbed Tastemakers, alongside social media influencers, referred to as Insiders. Meanwhile, Express introduced exclusive items for its ambassador program participants, also known as Express Style Editors, to curate and promote on their feeds in exchange for commissions.