Overview
Created as a University of Washington marketing team project, Nordstrom × Barbie explores how Nordstrom could re-enter younger shoppers’ discovery habits. The campaign connects cultural relevance, personalized styling, in-store activation, and Nordy Club loyalty.
The Setup
Younger shoppers increasingly discover fashion through social media, creators, and brand collaborations. Nordstrom needs to show up earlier in that discovery journey, not only at the point of purchase.
Gen Z does not want a single fashion identity. They want permission to switch eras. The campaign positions Nordstrom as a place to explore that shift.
The Big Idea
You Are Not Your Feed.
Choose Your Next Era.
Inspired by Barbie’s message that you can be anything, the campaign invites customers to explore new styles and choose their next era for themselves. It connects in-store activation, AI styling, fitting-room pre-booking, and Nordy Club benefits across one customer journey.
Concept visuals were generated with AI and refined through Meredith Zeng’s creative direction and visual design.
My Role
Developed campaign strategy and creative concept, art-directed AI-generated concept visuals, and led the visual design and refinement of the final presentation deck.
Key Focus
Reaching younger shoppers through cultural relevance
Connecting discovery with personalized styling
Linking campaign attention with loyalty strategy
The Loop
A customer journey where cultural attention leads into discovery, store visits, styling support, and Nordy Club membership. The loop shows how a campaign idea can connect short-term interest with a longer relationship.
Key Takeaway
The strategic value is not the collaboration alone. It is the connection between cultural relevance and a service model that can support discovery, confidence, and repeat relationships over time.