Home»» Remember how weird it was when
retailers started sponsoring stadiums? The Staples Center still throws me. Can I get staples, print cartridges and watch a sporting
event?? I’ll never know.
Retailers are amping up the
sponsorship creativity by moving on to…concert tours. Nordstrom—always a
class-act—is the presenting sponsor for Michael Buble’s Crazy Love Tour,
which kicked off March 2010. In conjunction with the tour sponsorship,
Nordstrom is also launching Webisodes titled "80 Suits," showcasing the partnership
between the retailer and the celebrity crooner. Oh, and Nordstrom is
outfitting Buble with apparel by Dolce & Gabbana and HUGO. His band will
wear suits by Hugo Boss, also courtesy of Nordstrom.
I’m not sure who got the better end
of this deal. Those are nice suits, Buble. And with his recent engagement to a
22-year-old “actress” (do not get me started on this, Buble is 34), he could
probably use some additional touring support.
The Webisodes will appear on
Nordstrom.com on May 3, June 7, July 5 and August 23, and will be “lighthearted,
humorous videos” showing the tour through the eyes of Buble’s truck driver.
Hmm…Dolce & Gabbana suits and a
truck driver? This might be hilarious. Here’s hoping…
I love Buble’s music, and let’s be
honest, everyone loves Nordstrom. So, my question is: why sponsor a music
tour? What’s the true benefit for Nordstrom? It’s already a remarkable brand
with a solid following. This is definitely outside the box, and I’m eager to
see the impact, if any.
Like the stadiums, I think it’s
simply going to take me a while to get used to seeing retailers' names before a
concert tour. Stay tuned, as I anticipate we’ll see more retail-sponsored
concerts in our future. Maybe Target will sponsor the Jonas Brothers’ next tour
(how’s that for a match made in pop music heaven?) or Zumiez will sponsor
Jay-Z.
What do you think of the
Nordstrom/Buble combo? Any future retail/musical artist pairings you would like
to see? Leave your comments here!
--Heather Strang
I think it's genius. Fans are always admiring the different wardrobes the performers have on during concerts. Now when fans/consumers see an outfit they like on stage they know EXACTLY where to get it. I think it's smart on Michael Buble's part as well. This could be a great new trend for retailers and performers. Of course I wouldn't expect Lady Gaga signing up anytime soon...
Posted by: Alicia McClure | April 19, 2010 at 02:21 PM
I LOVE Bed, Bath & Beyonce! That's ingenious. I hope someone in retail is paying attention this good. Good stuff!
:) Heather
Posted by: Heather Strang | April 14, 2010 at 08:19 PM
yup, Heather - there's a bunch! Like...
Harry Connick Jr and David Bowie should team up with HARRY & DAVID...
then who could resist
Bed, Bath & Beyonce...
Bennetton with Tony Bennett...
hey, this could be a great party game... : )
Posted by: dick brunning | April 14, 2010 at 02:42 PM
Heather, there is a war going on and no retailer, sane individual or brand is safe. As we speak one million tweets are going, and soon millions of Facebook accounts will be detailing the concert, the tailgate parties, and a whole lots more. Each time that happens Nordstroms gets notoriety, more points toward ranking so they cannot be overtaken on the internet by Federated. My guess is that they are reaching out to the Buble fan and demographics to pull them into the store. And not only pull them into the store but head to the Hugo Boss department because it is "hip to be Boss". Not to be confused with "The Boss" who's concert they might consider sponsor next.
As a Store Planner and Retail Consultant, I would consider giving my clients similar advice. And yes Nordstroms is the best and excels in staying ahead of the rest.
Jerry Birnbach F.I.S.P.
Partner Retail Design Experts
Posted by: Jerry Birnbach F.I.S.P. | April 08, 2010 at 05:21 PM