After extensive market analysis, Nordstrom has put together a vision for a marquee in their top selling city of New York that looks less like a desperate way to escape the tide of the convenience of online shopping and more like riding the wave and making it more of a social experience. They're incorporating things like a "millennial-bait tech bar", an actual liquor bar, and even a "reserve and try in store" service where you can reserve the clothes you want to try on in advance that will be waiting for you in a fitting room when you arrive.
Their general merchandise manager says they are looking at this project more like an art exhibition than a store by making it more of a visual experience. When they asked themselves how to get more people to buy clothes from them, they decided on doing brand combinations on the mannequins. Think hoodie, paired with a designer skirt, paired with a pair of new Nikes. Their calling it a "high-low mix" known to be a sales driver. Think about it, we might not all wear designer skirts, but we wear nikes and hoodies so why not try for the skirt, or pants. They're even implementing a retailing service that allows you to drop your clothes off to get altered while you shop and you don't even have to have bought the clothes from Nordstrom. As long as they bring the people in, with all these enticing services, we are bound to browse.
In their willingness to let go of old rules, and experiment with new ideas Nordstrom might actually be able to get ahead of the e-commerce curve and leave all of its outdated department store competition behind. At least in Manhattan. This totally highlights rebranding, market analysis, and having to let go of preconceived notions for the sake of the success of your company. They analyzed their target market, and despite their average shoppers age of 43, they are looking to bring in the people who would rather splurge on experience than materials so in combing the two they are catering to the group driving the future of their fate.
Even though most of the time I can't afford it, Nordstroms is one of my favorite stores because of their customer service. It always feels like a special experience when you go in there. My best friend and I will legit go have lunch at the restaurant, shop around a bit, try on EVERYTHING, and have coffee right after without even leaving the store. Their employees are helpful but never annoyingly hovering. I even spend a great deal of my online shopping on their website because I am never afraid that if I don't like something, it will be a hassle returning it. They have the best return/exchange policies, especially with online purchases. I can't wait to try out these new ideas. They have a customer for life in me if they continue this route.
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