When Nordstrom Product Group sought to reduce the number of labels in its portfolio as part of a sharper focus on the development of private brands, they turned to slover [AND] company to develop their lead brand for women's apparel. Talora was conceived as a day-into-evening collection for busy women. The brand program began with a naming exploration, brand positioning, logo development a video and road show to educate store associates. From there, the creation of a consumer communications program and seasonal catalogs.
THE BRAND VIDEO GAVE VOICE TO THE BRAND SPIRIT, EMBODIED BY AN ILLUSTRATED DESIGNER WHO IS BOTH THE TARGET CUSTOMER AND THEIR WISE STYLE ADVISOR.
WITH AN INTERNAL STAFF AS LARGE AS AMERICA'S BIGGEST AD AGENCIES, NORDSTROM NEEDED COMPREHENSIVE BRAND STANDARDS TO ENSURE BRAND CONSISTENCY ACROSS ALL CHANNELS.
NORDSTROM WAS A WISE AND EARLY FORCE IN "PRIVATE BRANDING," WHICH ELEVATED PRIVATE LABEL TO EXCLUSIVE BRAND STATUS FOR A DISCERNING SEGMENT OF THE MARKET. DISTINCTIVE PRINT COLLATERAL AND DIRECT MAIL CAUGHT THE EYE OF NORDSTROM CONSUMERS NATIONWIDE, AND ON-TREND STYLING COMBINED WITH DELECTABLE FABRICATIONS ENSURED TRIAL BY STYLISH PROFESSIONAL WOMEN.