Question

How would you respond to this post?

Nordstrom’s current brand management strategy, per this article is reflected as a conservative company. However, this article is from 2012, and Nordstrom has undergone and continues to undergo a huge transformation over the last seven years to grow into the millennial and the digital age. In my opinion, the partnership with Topshop was just the start for Nordstrom to begin this shift in focus for their brand strategy. According to Clifford, Nordstrom kept its atmosphere aesthetic by not changing their music within the Topshop part of their stores (2012).

By beginning this partnership with Topshop, Nordstrom began to appeal to a new market of millennials and fashion forward buyers. Nordstrom was able to differentiate itself from the competition by doing just this; broadening its market to not only focus on conservative designer buyers, but open to this new demographic. I don’t feel this was a risky move for Nordstrom due to how the individual stores that had opened within the United states were performing. Also, this was a smart move due to how the market demographics of millennials were changing the atmosphere of department stores in the United States. It is difficult to compare the success of stores within the United States and the United Kingdom because of how different the demographics are between the countries.

Because this article was written in 2012, I also wanted to investigate how Nordstrom was performing. Just googling Nordstrom brand strategies, five out of the front page of six delved into the brand changes that have been occurring since 2012 in order to evolve in the direction they started in from partnering with Topshop. They have expanded into the digital age and offered more options for a broadened demographic online and in-stores. As a “self-proclaimed” fashion-forward millennial, Nordstrom and Nordstrom Rack are two preferred places I like to shop, therefore showing from my personal experience that these changes are working for my market. However, even though Nordstrom has made many changes, they still need to work on their mobile and e-commerce experiences (Morgan, 2019). We will see where this company continues to grow with these innovative changes.

Answer 1

In my response, Nordstrom has constantly focused on their business growth and undergoes a business transformation to enhance their profits in this digital era in the last seven years. Partnership with the famous apparel organization Topshop was one of the major strategic shifts of Nordstrom in order to appeal to new customers and fashion forward buyers. This strategic move also helped the company to get advantages in the target market competition.

After seven years it has been proved that this strategic move was not a risky one rather it was a smart move for the company to enrich the future prospects. In this seven-year, the commendable performance in sales has been observed by Nordstrom and the company has increased their profits and shares in many folds after introducing the apparels and accessories of Topshop brand to their offline and online shop.

This partnership has made the company to expand its business in the outside of the United States by offering more options and choices for a larger demographic population. In these seven years, Nordstrom has changed its strategic movements in many perspectives but they still need to work on their mobile e-commerce section to continue the business growth.