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‘Relevance is key’: Why Nordstrom has gone all-in on DTC brands
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As seen in Retail Dive
The 120-year-old department store has welcomed in some of the hottest digitally native brands, from Bonobos to Everlane, all in an attempt to grow with its consumer.
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There was a time when, in order to become known among consumers, a brand needed to land in a department store. But as consumers sought out alternative channels to discover products, and brands proved it was possible to build a following exclusively online, the partnerships appeared less critical.
Now, Nordstrom is the one finding value in housing digitally native brands within its stores.