![]() The sneaker cleaning is with Jason Markk, a brand rooted in sneaker culture. “The shopping experience will serve as a young adult incubator for Nordstrom to test activation concepts that inspire twentysomething customers and bridge the gap between digital and physical retail, including flexible content creation spaces that will evolve over time, exclusive services offered by influencers and brands customers know and love, ear piercing, denim remake, sneaker cleaning and more,” Nordstrom said in a statement. The collaboration with Nordstrom marks the first time Asos will be sold in a brick-and-mortar store environment.Īt The Grove in Los Angeles, a two-story, 20,000-square-foot Asos/Nordstrom “immersive shopping experience” has opened designed specifically to engage twentysomething customers with Asos and other brands, including Levi’s, WAYF and Nike. The retailer began selling Topman and Topshop in 2012. Nordstrom does not have a stake in the Asos brand itself. ![]() Last July Nordstrom bought a minority stake in Topshop, Topman, Miss Selfridge and HIIT brands owned by Asos, which acquired those brands from the former Arcadia Brands. The prime example of this is with the Asos company, which operates on online website platform for over 850 brands and has a portfolio of in-house brands, including Asos, that sell on the website. Executives said the Seattle-based retailer is adopting approaches that are more “collaborative” and “share both in the opportunities and the risk.” It’s also a reflection of Nordstrom developing new kinds of relationship with vendors. The strategy is a concerted bid to attract new customers, specifically twentysomethings, with trendy and edgier fashion. Each month, Nordstrom will introduce hundreds of new Asos styles, both in-stores and online. Sizing is inclusive, ranging from 00 to 26. Effective Friday, Nordstrom introduced more than 650 styles, with most products priced under $100.
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