Will Nordstrom Win With Savvy Younger Women?
We’ve seen it first hand. A younger woman with a strong interest in fashion will put off buying new, expensive clothes to acquire the latest electronic gadget. No, she won’t forsake her fashion objectives, but she’s likely to try one of a number of upscale consignment or vintage clothing shops/sites to fill out her wardrobe.
According to a report last week by The Seattle Times, Nordstrom has run into something similar and is now looking to attract 20- to 30-somethings with remodeled "Savvy" clothing departments featuring lower priced (not low priced) clothing. The report says that Nordstrom’s latest move is complementary to its debut of Topshop clothing in 14 Nordstrom stores last year.
Another change in the Savvy departments is how frequently Nordstrom changes the merchandise on the floor.
"This is newness at a faster rate," Tricia Smith, general merchandise manager of women’s apparel at Nordstrom, told The Seattle Times. "The product comes in at twice the rate of other departments, and we’re able to react more quickly."
Nordstrom also continues to look to attract new shoppers with its Rack concept. This month, the chain announced it would open new locations in the future in Chicago, IL, Louisville, KY and Sarasota, FL. The company currently has 119 Nordstrom Racks with plans to have 140 units, offering merchandise at 50 to 60 percent off Nordstrom prices, in operation by the end of next year.
- Nordstrom woos young women with lower prices – The Seattle Times
- The British Invade Nordstrom – RetailWire
- Nordstrom Rack Expands Store Presence In Chicago – Nordstrom, Inc.
Is Nordstrom on the right track to gain younger female fashion shoppers? Should there be any concern Nordstrom may be diluting its brand equity by selling down to attract younger women to its stores?