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ta b l e o f c o n t e n t s
// mission statement // overview // quick stats // nordstrom overview // swot analysis // strategic initiatives // pop-in@nordstrom //olivia kim //everlane overview // everlane’s position // pop-in shop merchandise //pop-in-shop // marketing strategy // summary
m i s s i o n s tat e m e n t
Establish a Pop-In Shop within select Nordstrom’s doors that makes the Everlane brand accessible to customers within a storefront location.
ov e rv i e w
Everlane serves to provide customers with a sustainable line of basics in which are ideal for the everyday customer. This collaboration between Everlane and Nordstrom will serve to bring product to storefronts through a Pop-In shop, bridging the gap between Everlane’s e-commerce business and it’s customer base. The goal of this collaborative effort is to reach out to a younger demographic of consumers who are familiar with Everlane, and get them acclimated to shopping at Nordstrom.This will not only serve Everlane through merchandise sales, but it will also benefit Nordstrom as it will be another means to revolutionize the retailer. Additionally, with the idea of sustainability being at the forefront of discussions surrounding the fashion industry, ideally a brand based on these practices would help to raise consumer awareness.
q u i c k s tat s
Nordstrom: Headquarters: Seattle, Washington CEO: Blake, Pete, and Erik Nordstrom Revenue as of Dec 2015: $13,506,000,000 Employee Count: 67,000 Founded: 1901 Trading Status: Public: JWN (NYSE)
Everlane: Headquarters: San Francisco, California CEO: Michael Preysman Revenue as of Nov 2015: $8,943,731 Employee Count: 55 Founded: 2010 Trading Status: Private
(Image: Panjiva)
n o r d s t ro m
c o m pa n y ov e rv i e w
// Seattle, Washington based company // Founded in 1901 by John Nordstrom // Strong reputation for customer service // Customer desires quality goods // Area focused on natural lifestyle // Always evolving and looking for innovative retailing
n o r d s t ro m s wot a n a ly s i s
s wot
Through assessing the SWOT Analysis as provided by OneSource, It opened my line of thinking about Nordstrom, and more specifically, leaving me pondering about what opportunities lie ahead for the brand as time progresses. The two key areas of focus that really caught my attention was that of the threat of changing consumer preferences in addition to the opportunity of strategic business initiatives. When speaking to changing consumer preferences, OneSource explains that “the company has to adapt quickly to these changes to increase its business in the competitive sports retail industry”. They go on to advise that “although the company focuses on innovation and creativity to stay abreast of emerging lifestyle and fashion trends influencing its business, failure to identify and respond to changes in consumer preferences and the rapidly changing fashion trends could hinder the sales of company’s products and brands, affecting its business. It seems as though technology is moving at a faster rate of speed than any industry can keep up with, especially that of the retail sector. However, through in depth research into the Company, their own unique way of blazing a new trail in retail has come to light as I examined their various strategic business initiatives that have been set in place. (Image: OneSource)
s t r at e g i c i n i t i at i v e s
Nordstrom currently implements the following strategic initiatives which focus on growing the business and improving sales:
Full Line Stores Nordstrom Rack Trunk Club Haute Look Nordstrom App Next App Personal Book BOPUS Social Media Pop-In Shop
a closer look next app
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text style
With the new implementation of Nordstrom’s Next App featuring Text Style, customers are able to download this unique application directly to their smartphone which will allow for direct communication with their favorite sales associate. Whether the customer is interested in having the associate look for a special necklace to match a dress or act as a personal shopper for a customer in a time crunch, it can all be arranged through text or picture messages sent on the app interface. If the customer has settled on an item they would like to purchase, they simply text “buy” and the transaction can be facilitated and the item will be shipped free of charge to the customer’s desired location. social media
Another way that Nordstrom is aiming at revolutionizing their business is through the use of social media. They are constantly updating their feeds with product images and corresponding links in the description bar that can lead right to check out if the customer so desires. However, one outlet that Nordstrom is using that other retailers have not ventured out into as deeply yet is Pinterest. Nordstrom’s curated Pinterest account has more followers than that of Macy’s Kohl’s, Barney’s, and JC Penney combined according to the online publication Beneath the Brand. It is highly likely that one of the reasons they are so successful on this platform is because they use the site to bridge the gap between storefront and the world’s greatest wish list. Every week, the retailer takes note of the most Pinned items and tags the popular items, everything from shoes to lip gloss, with a special plaque adorned with the notable Pinterest logo. This is sure to grab customer’s attention drawing them in for a closer look often resulting in a purchase. bopus
Buy Online Pick Up In Store, or “BOPUS” as it is fondly referred to, is a new program to roll out within select Nordstrom stores over the past year. This program allows the brand’s faithful shoppers to do just as the name suggests; no more standing in stores waiting to check out or wading through a busy department on a Saturday afternoon just to purchase a refill of your favorite facial cleanser. Now, thanks to BOPUS, the customer has the luxury of placing an order online, via phone, and even through the Text Style app and they can have their items brought directly out to them curbside.Through BOPUS, the customer is not only able to pick up purchases but they are also able to pick up their alterations as well or make a return if need be. This is a great strategic business initiative that Nordstrom has implemented as so many people lead busy lives and the last thing they want to do is view shopping as the inconvenience it can often be. The primary purpose of this program is for the ease and convenience of the customer, which is what Nordstrom strives to do day in and day out.
p o p - i n @ n o r d s t ro m
Pop-In@Nordstrom has shops in 8 fronts:
Bellevue Square Oakbrook Center Garden State Plaza Downtown Seattle NorthPark Center San Francisco Centre Tysons Corner Center The Plaza at King of Prussia
olivia kim
Olivia is followed on Instagram by nearly 18 thousand people. She and the Pop-In Shop even have their own dedicated corner of the Nordstrom website where inquisitive minds can explore her world including a links to her social media account, curated list of current favorite things, and even an “Ask Olivia” tab. Through this channel, followers are encouraged to ask their burning questions in order to get to know Oliver better, and on a more personal level. Nordstrom is hoping that as a result of the customer getting to know Olivia better, they will feel more connected to the company, especially younger shoppers.
Olivia is a NYU Grad who struck it big on her climb to the top of fashion retailing through her ten year experience at Opening Ceremony. Kim recently made the move from New York to Seattle all in hopes of being to ignite a fire within the company that will lead them down a profitable path. Nordstrom depicts Kim by referring to her as their “globally curious, tattooemblazoned, fashion-adventurous VP of Creative Projects”. Dubbed by Vogue Magazine as the “rock star” of buyers, Kim set her sights on fortifying the Nordstrom brand, taking on the role as their first ever VP of Creative Projects.
everlane
c o m pa n y ov e rv i e w
// San Francisco based // Founded in 2010 by Michael Preysman // Line of sustainable basics // Serves men, women, and children // Beleive in transparency // No brick and mortar, lowers costs
everlane in print
n e w yo r k t i m e s
g q
“If you are buying such basics as T-Shirts, belts or tote bags at traditional retailers, you’re probably paying too much”
“The company designs and produces all of its own goods so you, the customer, get to save a good chunk of dough on buying some cool stuff.”
l u c k y m ag a z i n e
style.com
“It might seem unlikely that such inexpensive products could be of high quality, but the company has a unique business model on its side: by choosing to sell solely online, it has managed to cut costs to a bare minimum.”
“We just never understood why the most beautiful and simple products needed to cost so much. We’ve just cut out the middlemen so we can take smaller margins without sacrificing on quality at all.”
los angeles times
glamour
“When it comes to fashion today it’s easy to be overwhelmed by choice and confused about what things really cost. Enter the Web-only Everlane, founded on a less-is-more philosophy.”
“New online shopping site Everlane. com is serving up a selection of cute and classic wardrobe staples for less.”
r a d i c a l t r a n s pa r e n c y
What you see
is what you pay. (Image: Everlane)
everlane believes k n ow yo u r fac to r i e s
“We spend months finding the best factories around the world - the very same ones that produce your favorite designer labels. We visit them often, and build strong personal relationships with the owners.” “This hands-on approach is the most effective way to ensure a factory’s integrity. As an added assurance we also require stringent workplace compliance paperwork.”
k n ow yo u r c o s t s
“We believe customers have the right to know what their products cost to make. At Everlane we reveal our true costs, and then we show you our markup. In traditional retail a designer shirt is marked up 8x the time it reaches the customer. By being online only, we eliminate brick-and-mortar expenses and pass these savings on to you.”
“We constantly challenge the status quo. Nothing is worse than complacency, and as a brand our culture is to dissect every single decision we make at every level of the company. We know our customers are also rule breakers and questioners, so we hope this philosophy is palpable in the products and choices we make. And by all means, challenge us too.”
everlane’s position
perceptual map
high price
l ow ac c e s s i b i l i t y
h i g h ac c e s s i b i l i t y
l ow p r i c e
pop-in shop merchandise
p ro d u c t c at e g o r i e s
MENS WOMENS BAGS GIFTS
look book Pop-In@Nordstrom will offer a capsule collection of merchandise from Everlane that they are able to purchase and take home same day from the shop. The products offered will include merchandise for men and women as well as purses, other bags, and small giftable goods. The items offered will center around the summer seasons providing customers with an array of basics suitable for both causal and professional dress. Due to the Pop-In Shop’s limited space, there will also be additional product offered through an in store catalogue. Through this look book, customers will be able to see the products we carry in store, as well as the other colors of the product that are available for order. This catalogue is to be displayed within the Pop-In Shop on the round center table, easily accessible for both customer and sales associates as they use it to facilitate purchases.
The product selection for men and women include tees, tops, bottoms, dresses, and outerwear. Outerwear was selected to be sold regardless of our Summer time frame as Everlane is about assisting customers in building an essential wardrobe in which outerwear plays a significant role. In addition, a variety of leather purses and canvas bags will be featured in the store. Since Summer is a high travel time, we wanted to fill that need for our customers. Small gift items are being offered in the store not only to have items at lower cost for purchase for those who want a taste of the Everlane brand without it committing to clothing, but also for merchandising purposes. These items were selected so that they could help to efficiently fill the space and be the finishing touches that bring the Everlane brand to life within the space.
pop-in shop
key elements industrial simplistic minimal clean monochromatic utilitarian
design plan s t ru c t u r e
Six white pillars will be installed within this 240 square foot space giving the illusion of a defined floor plan while still allowing the area to feel easily accessible from inside Nordstrom. Customers will be allowed, encouraged even, to weave in and out between the standing posts to enter and exit the store which will embody a sense of fluidity. The back wall will play a strong role in the overall aesthetic of the store as it is to be comprised of a faux exposed brick painted in a dramatic gray color. The floor is to be a white stone with gray lines running through it to pull together the look and feel of the location, as well as to keep the store light and bright making the space feel larger than it is.Three pendant lights with an industrial appearance will be installed highlighting the three merchandising tables, which serve as key areas in the store.
fixtures
The Pop-In Shop is to be merchandised primarily through the use of black metal rolling racks. These racks will serve dual purpose, giving the space a utilitarian and minimal look as well as defining the space between columns. The racks will create a shoppable environment for the customer while allowing merchandise to be viewed from customers on the outside of the shop, hopefully drawing them in for a closer look. Two horizontal mirrors will be secured to the back wall, centered above the merchandising tables, which will aid in illuminating the store’s interior. Just above these mirrors will be the Company’s name secured to the wall in metal letters, placed six feet off the ground for easy visibility from outside the shop.
d e ta i l s
In addition to using the giftable items from Everlane to merchandise the store, there will also be several items strategically placed throughout the shop to give it a feeling of completion. A black stool will be placed at the true entrance of the shop to help define visual parameters as well as to make the space feel relaxed and encourage shoppers and their companions to spend more time there. A freestanding black mirror will be place adjacent the stool to once again give a sense of boundaries since there are no true walls in the space.The center table boasts a smaller mirror as well as a black magazine stand that is to hold the look books, making it easily accessible and visually pleasing for the customer. As you move to the back of the room there is a Ficus Tree placed in the back right corner of the shop to provide a touch of natural color. A woven basket is placed under a merchandising table to once again bring in a natural touch.
m a r k e t i n g s t r at e g y
m a r k e t i n g s t r at e g y # e v e r l a n e // n o r d s t ro m As part of the marketing strategy for the Pop-In@Nordstrom shop featuring Everlane, a series of events will take place on opening day to ensure that customers from both brands are aware of the collaboration. In an effort to get customers excited and ready to shop our selection, the hashtag #Everlane//Nordstrom will be instated on social media.This not only allows our creative team to generate positive buzz about the stop, but it invites customers to join the conversation, acting somewhat as Pop-In Shop ambassadors each and every time they tag a photo with our hashtag. Since Everlane already has a customer base, the focus won’t be around creating one, moreover about getting the existing customers comfortable and familiar with shopping at a Nordstrom store as opposed to online. i n s tag r a m ta k e ov e r
Aside from the hashtag, we will also have our curator of Pop-In@Nordstrom collaborate with Everlane’s social media team to do an Instagram takeover on the day of the shop launch.Through Olivia being in charge, customer’s will get a behind the scenes glimpse of the final stages of production for the shop and all other behind the scenes moments that happen for each shop in order to get it ready for opening. Guest’s will continue to follow Olivia’s journey on the day of the party as she shares her favorite parts of the shop, her favorite Everlane pieces, and photos of herself preparing for the opening. The goal of her Everlane Instagram takeover is to have their existing customer feel part of the Nordstrom family from the onset, therefore, making them feel comfortable with coming into a brick and mortar location to shop in the physical space. l a u n c h pa rt y
The day before the shop launches, a launch party will be thrown celebrating the collaboration, as well as giving select Nordstrom customers a chance to shop the store before anyone else. In a way to give back to the top Nordstrom customer, only level three and four Nordstrom card holders will be invited to this party. As a result, it is our hope that we will see an influx in customer card applications as they will join our rewards program in order to gain an invitation to the launch party and receive early access. The party is to be held at Nordstrom’s Downtown Flagship location
i n v i tat i o n f ro n t
i n v i tat i o n b ac k
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dear member
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join us as we unveil our newest p o p - i n s h o p i n c o l l a b o r at i o n w i t h
b e t h e f i r s t to s h o p t h i s e x c l u s i v e c o l l a b o r at i o n w h i l e e n j oy i n g c o c k ta i l s a n d l i g h t b i t e s p rov i d e d b y o u r v e ry ow n h a b i ta n t r e s ta r a i n t
24, 2016 6:00 p m - 8:00 p m
f r i day j u n e
n o r d s t ro m d ow n tow n s e at t l e
500 p i n e s t , s e at t l e , wa 98101
# e v e r l a n e // n o r d s t ro m
s u m m a ry
It is clear that a collaboration between Nordstrom and Everlane facilitated through a Pop-In@Nordstrom Shop would be a successful venture for a variety of reasons. Both of these companies possess striking similar qualities through the goals that they are striving to achieve such as morals, values, and the legacy they’re establishing for their brands. Through this partnership, both retailers would benefit not only from a monetary perspective but through aiding in brand evolution as well. Through the press praise that Everlane has received coupled with Nordstrom’s long standing dedication to providing exceptional goods with superior service, these two brands have the po-tential to work together and broaden both of their horizons. A vast amount of young professionals are entering the work place crossed with the acceptance of business casual attire at an all-time high, Everlane provides the perfect pieces at an affordable price to fill the needs of consumers. As the millennial shopper continues to redefine retailing, a Pop-In Shop is the perfect non-traditional way to present a large scale fash-ion retailer in a smaller, more intimate way. Focusing on the experience that shoppers will be provided with while in the space as well as the items they are to receive, it is paramount that the customer feel immersed in the Everlane brand.This experience and the memories that is created for the shopper will be critical to the success of this collaboration in making sure that Everlane sees return customers once their time at Pop-In@Nordstrom has ended.
wo r k s c i t e d
“Can Everlane Really Become the Next J.Crew?” Racked. N.p., 08 Oct. 2015. Web. 4 May 2016. Friedlander, Emilie. “How Everlane Turned Hipsters Basic.” The FADER. N.p., n.d. Web. 16 May 2016. “The Thread Blog | Nordstrom Fashion Week News.” The Thread Blog | Nordstrom Fashion Week News. N.p., n.d. Web. 23 May 2016. “Nordstrom, 1617 6th Avenue, Seattle, WA 98101, USA | Buyer Report — Panjiva.” Nordstrom, 1617 6th Avenue, Seattle, WA 98101, USA | Buyer Report — Panjiva. Panjiva, n.d. Web. 3 May 2016. “How Nordstrom Became an Innovating Genius.” Advertising Jobs. N.p., n.d. Web. 26 May 2016. “Why Nordstrom Is America’s Favorite Place To Shop.” StyleCaster. N.p., 07 Mar. 2013. Web. 15 May 2016. “Pop-In Shop | Nordstrom | Nordstrom.” Nordstrom. N.p., n.d. Web. 3 May 2016. Avins, Jenni. “Everlane: The San Francisco Clothing Company That Launches T-shirts like They’re IPhones.” Quartz. N.p., 08 Mar. 2016. Web. 29 Mar. 2016. Mau, Dhani. “How Nordstrom’s Olivia Kim Carved Her Own Path in Fashion.” Fashionista. N.p., n.d. Web. 12 May 2016.
#everlane//nordstrom