Seattle—Fast fashion will be coming to 14 Nordstrom stores this fall, a move that the company hopes will speed up younger consumers to shop in its stores.
On Thursday, Nordstrom announced that it stuck a deal with British retailer Topshop to bring in its women’s merchandise this September into 2,500-square foot shops. The Topshop collection, which will include apparel, accessories, footwear and cosmetics, will be merchandised to be British-authentic with mannequins, fixtures and visual display coming from Britain. Nordstrom also will be establishing smaller Topman shops for men’s merchandise.
Much of the Topshop merchandise will be like what’s available at Topshop’s 319 U.K. stores and 140 stores in other locations, but some styles will be exclusive to Nordstrom.
According to Sir Philip Green, whose Arcadia Group Ltd. owns Topshop, merchandise will be flowed in on a weekly basis. “The ability to buy fresh, must-have looks every time a customer visits is key to our brands’ point of difference,” said Green.
Nordstrom sees this as a long-term partnership.
“Topshop and Topman are internationally renowned leaders in fashion and we are thrilled to start a relationship with them that we hope will grow and prosper over the years,” said Pete Nordstrom, president of merchandising for Nordstrom. “We think our customers are going to love their take on trend-led fashion at great prices.”
‘Not About Cheap Fashion
If Nordstrom customers do indeed love what will be offered, the plan is to roll out merchandise beyond the initial 14 doors.
Nordstrom executives tried to distance themselves from the idea at fast fashion, a la H&M or Forever 21, is about offering runway looks at the lowest denominator pricewise.
“Fashion fashion implies cheap and that’s not what we’re after here,” Nordstrom told The New York Times. “It wasn’t about how we sell a bunch of really cheap T-shirts. It’s about how we deliver credible new fashion to the customer.”
While Topshop may be offering the usually staid Nordstrom with a little “rock ‘n roll flair,” Topshop will get wider U.S. notoriety which will help the British company achieve its goal of hitting $1 billion in sales in the United States within five years.
So far Topshop only has stores in New York , Chicago and Las Vegas, with another planned for Los Angeles next spring. Topshop also operates U.S. online sales.
Nordstrom locations that will have the Topshop stores are: Ala Moana, Oakbrook Center,
Barton Creek Square, Phipps Plaza, Burlington, The Plaza at King of Prussia, Chandler Fashion Center,San Francisco Centre, Dadeland Mall, South Coast Plaza, Garden State Plaza, Southcenter, Irvine Spectrum Center, and Valley Fair.