Nordstrom is launching a new affiliate program geared toward recruiting younger influencers aged between 14 and 22.
The Ambassador Program will offer mentorship experiences in retail, fashion, digital styling, content creation and other roles.
“We’re looking to build an inclusive digital community for young adults in high school and college by creating a platform to share your voice and values through mentorship experiences, digital styling opportunities, content creation roles and so much more. Through our program, you’ll be able to participate in meaningful conversations, explore career interests, ask questions and get advice from a supportive network of peers and professionals,” said the company in a statement.
The company will accept applications through its website until the end of August for the September 2021 to May 2022 program.
While content creators and independent stylists won’t be paid for merely enrolling in the program, they will be compensated for their work, according to Nordstrom.
The company’s move to integrate emerging content creators into its brand strategy follows similar moves by other retail brands that are looking to capatilize on the growing social commerce opportunity. Macy’s, for one, expanded its Style Crew ambassador program to other beauty and fashion aficionados last year. Meanwhile, fashion apparel retailer, Express, launched Express Community Commerce in July this year, enabling fashion enthusiasts to style, inspire and earn commission through its products.
Nordstrom’s launch of its affiliate program is part of its strategy to remain relevant. The company recently acquired a minority stake in Topshop and three of its sister brands, Topman, Miss Selfridge and HIIT brands, for an undisclosed amount. It is also opening mini Tonal shops at 40 department store locations under a new long-term agreement with the fitness equipment maker.
Additionally, the company is seeking to become a more socially responsible brand — a trait that is key to winning the loyalty of Gen Z consumers. Nordstrom recently announced that it is partnering with nonprofit organization, Shoes That Fit and Nike to provide 25,000 pairs of Nike-branded shoes to children in need. The initiative comes as shoes are one of the most expensive items to purchase at the beginning of the school year.