CH.1: Understanding Consumer Behavior

 


CH. 1: Understanding Consumer Behavior

    "There is always this evolution of brands that is one of the great things about being a department store. It's important to consider being open to things we haven't been open to before" (Moin, 2022). What makes Nordstrom unique to other stores is that their primary focus is to meet the needs of their customers, and they do that by becoming essential to the brands they offer that are coveted by their shoppers. In addition, the store is focused on carrying more than just your typical fashion fits for just adults. They want to work with brands that carry all types of things people will be interested in buying, such as kids' clothing, stuff for pets, novelty, kitchenware, coffee tables, and throws and pillows. The purpose is to create a spontaneity experience for customers, so when they come in looking for one thing, they'll see something else they like. Nordstrom is customarily known for selling all types of merchandise through its online store. They figured it'd be best to provide the same experience for online shoppers to a physical location for their in-store shoppers. They aim to maximize their opportunities to cater to all customers, whether online or in-store.

Offerings
    Through inclusivity, Nordstrom has been able to reach a larger audience because it stands as a welcoming space for everyone. On their website, you can find Black-Owned and Founded Brands, and Sustainable brands which range from clothes, skincare home products, and beauty. There is truly an option for everyone, and they have a large selection of products someone might need. 



Disposition: 
    In order to broaden Nordstrom's consumer base, which was primarily baby boomers and gen x, the company established partnerships with other companies that have gen z and millennial consumer base such as Glossier, Everlane, Reformation, etc. in order to stay relevant to the younger generations. Through their partnerships, they held pop-ups in stores and collaborated on exclusive products which would be sold through Nordstrom. Gen Z and Millennials have different needs and care about being more environmentally sustainable and supporting companies that genuinely care about doing better. Nordstrom recognizes Gen Z and Millennials' concerns, therefore, has offered consumers a microsite dedicated to sustainable fashion. In addition, Nordstrom joined the G7 Fashion Pact which is a promise to minimize their environmental impact. 








Moin, D. (2022). Pete Nordstrom on Nordstrom Inc.'s Merchandising Philosophy. WWD: Women's Wear Daily, 24.

https://www.cnbc.com/2021/08/25/shares-of-nordstrom-tank-after-reporting-sales-lower-than-2019-levels.html

https://fortune.com/2021/02/04/nordstrom-sales-online-strategy-retail/

https://www.forbes.com/sites/michaellisicky/2020/12/06/nordstrom-tries-new-ideas-and-becomes-a-shining-star-of-the-holiday-season/?sh=7b63a36a3f49

'Relevance is key': Why Nordstrom has gone all-in on DTC brands | Retail Dive

Nordstrom Makes Eco-conscious Moves For Millennials And Gen Z (forbes.com)


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