Nordstrom has opened applications for people ages 14 to 22 to join The Ambassador Program @ Nordstrom, which facilitates mentorship experiences in retail, fashion, digital styling, content creation and other roles. The retailer said it will accept applications until Aug. 31 for the Sept. 2021 to May 2022 program. The program will organize virtual meetings with participants and Nordstrom leaders regarding marketing, social media, design, merchandising, tech and other topics, according to a Tuesday press release emailed to Retail Dive. Nordstrom will offer paid styling and content opportunities for participants over 18 years old. It will give independent stylists access to its selling tools to promote curated items on their social media channels. With its new ambassador program, Nordstrom is integrating emerging content creators into its brand strategy. Participants will get the chance to produce original social media content across the Nordstrom and Nordstrom Rack channels in collaboration with its brand creative and social teams.

Program participants won't be compensated for their time, but ambassadors who promote products on their social feeds will earn a 5% commission for each item they sell, and content creators and independent stylists will also be paid, the company added. Besides the ambassador program, Nordstrom has taken other steps to attract new, particularly younger customers. In March, the retailer unveiled a shoppable livestream platform where it can host live shows. Last month, it acquired a minority stake in Topshop, a move that could help it gain favour among twenty-something shoppers.