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BRANDING NORDSTROM 2
How does this partnership fit into Nordstrom's current brand management
strategy?
This partnership will fit well with Nordstrom's current brand management strategy.
Nordstrom is an upscale department store that caters to a conservative audience that looks
for quality in their purchase. By partnering with Topshop, a U.K. based chain that is
upscale themselves who target teenagers and young adults, Nordstrom will continues to
offer quality clothes but can attract a younger audience with Top shop.
Seeing how Nordstrom's target market is an older audience ranging from 28-40 it will not
appeal to its target market, because Topshop's target markets range from 15-26. The two
stores cultures are different, for example, Nordstrom is a quit store known for its tinkling
pianos while Topshop is a loud store with blaring music. With that said, I think
Nordstrom is adding to their target market by partnering with Topshop. The target
audience that Topshop attracts will generate new business for Nordstrom and that, I think,
This Partnership will allow Nordstrom to differentiate itself from the competition thought
pricing and product diversity. Nordstrom is an upscale store whose prices reflect that,
even though Nordstrom is a department store I feel that it operations in a niche market
due to their expensive pricing. According to Craven by diversifying their product line
BRANDING NORDSTROM 3
Is it a risky move for Nordstrom considering the downward sales trend for Topshop
in the U.K?
It is a risky move for Nordstrom but to be successful companies has to take risk. Also,
Clifford (2012) stated, "Topshop has 319 stores in U.K. and only three stores in
Reference
Clifford, S. (2012, July 13). Conservative nordstrom to sell trendy topshop fashion.
http://search.proquest.com/docview/1024587936?accountid=32521
Craven, R. (n.d.). The truth about marketing to women. Retrieved 19 Feb. 2015 from
http://www.marketingdonut.co.uk/marketing/marketing-strategy/the-truth-about-
marketing-to-womeno
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