Building an ecosystem of boutique brands that express different aspects of the Nordstrom personality
Once we had created a multi-dimensional set of tools to express ourselves, we realized that we needed to create a multi-faceted brand experience to make Nordstrom relevant to a wider range of modern customers. Our goal was to create a richer overall Nordstrom experience through a series of distinct, boutique brand experiences in each department.
The Beauty Spot
Beauty allowed us to reimagine the beauty department as a low pressure, experimental experience that allowed the customer to find self expression—on their terms.
Designer Collection
Designer demonstrated our ability to showcase high-end brands to a high-end customer.
The Wedding Suite
BP
BP allowed us to deliver a fast-fashion entry point to a younger audience, without sacrificing quality.
Men's Shop
We transformed our Men’s department to be about on overall lifestyle, not just product.
