11/9/2023 0 Comments Nordstrom beyond yoga![]() The customer is truly at the heart of every one of our strategies.” “Everything we do really starts with the customers. We are really striving to be that place of destination, to truly be a multibrand active authority,” said Marten. “We are constantly looking at our brand portfolio to determine what we need to add. For anything that we couldn’t get done in the first quarter, we will follow through in Q2.”Ĭurrently, Nordstrom has more than 200 brands in its active portfolio including men’s, women’s, kid’s, shoes and athletic gear divisions, though as Marten emphasized, the mix constantly changes and evolves depending on customer preferences. “If you think about the first half of this year, we will be really close to that number,” said Marten. The goal is to introduce 75 labels in active, including athleisure and performance apparel brands and footwear, to Nordstrom and Nordstrom Rack stores and websites. Last quarter, Nordstrom began introducing labels it didn’t previously carry, such as IVL, giving that brand its first physical presence in a store. On the microsite, shoppers can also find fitness and wellness advice, expert tips, and product and performance guides to support fitness and wellness goals. In December, Nordstrom launched an active microsite, enabling customers to search for active brands by activity or category for the whole family. And it’s logical considering the nation’s interest in health and fitness has only intensified with COVID-19, and because Nordstrom is based in Seattle, where outdoor activity is firmly embedded in the lifestyle. Now an aggressive strategy by Nordstrom in active seems well along. An aggressive strategy for the company’s relatively small home business is being drawn up. Pre-COVID-19, Nordstrom started gradually building its home assortment, primarily across sheets, towels, decor and cookware. The strategy, outlined at the retailer’s last investor day in early February, calls for Nordstrom to broaden its digital assortment from 300,000 items to potentially 1.5 million over the next three to five years inject lower price offerings into the Nordstrom Rack off-price matrix, and extend the reach of its three-year-old market strategy, from 10 urban areas currently, to 20 this year. Nordstrom’s strategy to become a stronger destination for active is internally designated “active ambition.” It’s a key element in the retailer’s overall strategy for long-term growth to, as Nordstrom executives say, “widen the aperture” of who the retailer serves and the range of products it offers. ![]() “We will have Tonal in 40 doors in our top markets,” Marten said in an interview. ![]() “Tonal is a great example of how we are thinking about alternative business models, how we can engage with customers differently, and how we challenge ourselves to think about partnerships differently,” said Lori Marten, vice president and divisional merchandise manager for men’s and women’s active, intimate, sleepwear, swim, and performance outerwear for Nordstrom and Nordstrom Rack. EXCLUSIVE: King Kennedy Opens Retail Flagship in L.A.Īlso new to the mix: Hyperice and Theragun massage devices, and digital fitness equipment such as the smart Tangram Jump Rope, which syncs to one’s phone to track jump counts, and Tonal, a high-tech, at-home digital weight and personalized coaching system.
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