It might seem strange that a clothing retailer would decide to open a new storefront without clothes, but that’s exactly what Nordstrom plans to do. According to USA Today, the company’s new store in Los Angeles will not be your typical clothing store.
It will be significantly smaller than its typical department store, and it won’t have any clothing inventory. Instead, personal shoppers will be on hand to pick out clothing and accessories ahead of the customer’s visit, and then the customer can try the clothes on in the dressing rooms. In addition, there will be online ordering and same day pickup services, alterations, manicures, wine and beer.
It looks like Nordstrom is trying to innovate in an oversaturated, competitive retail market, and is trying to give shoppers a new experience to entice them to visit the store. Plus, these new features make it easy to continue to shop online, and they take away the hassle of waiting for two-day shipping, in case shoppers need their apparel items right away.
“As the retail landscape continues to transform at an unprecedented pace, the one thing we know that remains constant is that customers continue to value great service, speed and convenience,” Shea Jensen, Nordstrom’s senior vice president of customer experience, said.
The store will also launch a digital app that allows shoppers to chat, get clothing recommendations and place online orders.
The new store will open Oct. 3.
It will be interesting to see if other retailers follow Nordstrom’s lead. With Amazon’s dominance in the online clothing world, perhaps shoppers will enjoy the duality of the in-person and online experience Nordstrom is now offering.
