Translated by
Paul Kaplan
Published on
Apr 13, 2018
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Nordstrom opened its first store in New York near Central Park. A first step for this male address, since the brand plans to inaugurate a huge female flagship nearby in 2019. In the meantime, the men’s store, which extends over 4,400 square meters and three floors, distributes The entire men’s range of the multi-brand brand and provides a high-quality experience and services.
Among the proposals for the new store, an official statement from Nordstrom highlights the efforts of Olivia Kim, vice president in charge of creative projects, who “designed a special Comme des Garçons store, which will distribute a wide selection of products from the famous house. “. Brands like Valentino, Calvin Klein, Dior and Balenciaga are also present. The different spaces of the store echo each other thanks to a common chainmail motif, but also express the identity of each brand, thanks to differentiated fastening systems.
The point of sale also offers shoe brands, from Nike Men’s Project to Christian Louboutin. Levi’s is also present, with its Tailor Shop installed inside the department store and its Authorized Vintage collection – one of the largest collections of vintage denim on the market. The brand also offers a personalization service, as does the watch maker Shinola.
Truth be told, personalization is one of the ways Nordstrom chooses to introduce digital into its in-store experience; some brands even offer made-to-measure suits and shirts from technology platforms. Examples: Samuelson Custom Suit Visualizer offers a digital and interactive tailor-made tailoring experience, while Eton Endless Aisle provides selected shirts and ties on a touchscreen.
Nordstrom has also put together an exclusive product offering for this store. High-end denim manufacturers, like Rag and Bone or Paige, offer limited edition faded jeans and Canada Goose has designed a camouflage-patterned jacket specifically for this New York flagship, among others.
On the service side, Nordstrom provides style board advice and offers to purchase online and pick up the product in store, as well as three-hour delivery to any address in Manhattan. A retoucher and a shoe shiner are available on site, as well as emergency services for certain situations such as lost luggage.
The department store at 235 West 57th Street also has a bar called “the Clubhouse Bar,” which serves lobster sandwiches and cocktails, as well as a café. This 100% male format independent of women is unprecedented for Nordstrom and constitutes the first stone of the ambitious development plan of the brand from Seattle to New York.
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