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Nordstrom partners with the Tony Awards to sell accessories

Ashley Milne-Tyte Jun 10, 2016
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Helen Mirren and Debra Messing attend the 2015 Tony Awards at Radio City Music Hall on June 7, 2015 in New York City.
Andrew H. Walker/Getty Images for Tony Awards Productions

This Sunday is Broadway’s biggest night — the Tony Awards are taking place in Manhattan. The event hasn’t exactly drawn stellar viewership during the last few years, but the organizers are hoping all that will change this year given the buzz around the smash hit musical “Hamilton.”

And one famous department store is hoping the same thing. 

Nordstrom is teaming up with Vogue to style and dress the Tony nominees and presenters – and there’ll be a live stream on Nordstrom’s website as they parade down the red carpet. Viewers who see a bag swinging from a famous arm, or a pair of shoes they have to have now, will be able to buy them instantly. 

“It’s how can you touch your best prospects when they’re most engaged with what you’re showing,” said Chris Ramey, president of Affluent Insights. “This will be standard operating procedure very soon.”

See it, want it, buy it.

Karen Harvey runs her own consulting group. She said Nordstrom’s approach is still pretty new — and the Tonys could be a good test case.

“The question is, ‘Who’s watching the Tonys, and are those viewers going to be jumping onto Nordstrom.com to shop?’” she said.

She said the fashion industry has to make some bold moves to connect with consumers because far fewer of them shop in actual stores any more.  

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