Nordstrom has launched the first of two phases of “We Love IT” in eight Texas Nordstrom locations. The “We Love IT” campaign is a partnership with the Italian Trade Agency celebrating Made in Italy fashion in the U.S. market.
This new initiative includes visual displays, events and inclusion in some of the Pop-In@Nordstrom locations (a series of pop-up shops from Olivia Kim, director of creative projects at Nordstrom). These promotional areas feature both Kim’s selections from new Italian brands as well as existing Italian brands already distributed in Nordstrom stores.
Italy’s partnership with Nordstrom is part of a larger plan for the fashion industry collaborations that was presented last July in New York by Carlo Calenda, Italy’s minister of economic development. It is designed to support the export market of Italian fashion goods, including clothing, footwear, hides and leather goods, textiles, eyewear, cosmetics and jewelry.
The plan, which has a budget of over 20 million euros for the next two years, is a close collaboration between the Italian Trade Agency, Confindustria and its related associations. It will be developed through agreements with influential U.S. fashion retailers, fairs, promotional events, incoming tours to Italy and advertising campaigns.