Braining Nordstrom

The partnership of Nordstrom and Topshop fits into Nordstrom’s current brand management strategy at niche marketing level. The strategy of Nordstrom is to provide high quality products at an affordable price while providing top customer service. Topshop, which is a well established company, also provides quality appeal at an affordable price. Topshop supplies customers with runaway appeal, but at a better price. With Nordstroms being a more family oriented company, Topshop should help the company branch out as well.

This plan should appeal to its target markets, which is younger customers. Clifford (2012) explained that “department stores want to bring in young shoppers” (¶8). Both stores together will provide shoes, runway and street appeal, and other appeal. It creates a new fashion and should bring in new customers. This generation of young customers sets out to feel like more like an individual. They enjoy fashion that is different or their own. This crowd is more likely to appeal to a new fashion.

This plan will still allow Nordstrom to differentiate itself from the competition of Topshop because they are different styles. However, combining the two gives both companies their own name, allowing them to compete against other companies. If gives the company a chance at mass marketing.

It is a risky move for Nordstrom considering the downward sales trends for Topshop in the UK, but combining, customers of Nordstrom will feel that if it is a neighboring brand it can be trusted. Nordstrom risks losing their customers, as well as their reputation. Trying different appeal at different locations is beneficial. The current fashion trend in the U.S are different the U. K. Locations will need to be prepared according to fashion in each area. If a proper plan is created in light of each store, success is possible.

Reference

Clifford, S. (2012, July 13). Conservative Nordstrom to Sell Trendy Topshop Fashions: British Chain to Introduce its...