Daily Insights

A New Beginning for Brick and Mortar

By: Mackenzie Baker | Nov 08, 2019

Nordstrom has made its way to New York City with the launch of a seven-floor flagship store. The 320,000 square foot store sits right by Central Park and includes seven restaurants and bars.

The store contains numerous well known and indie brands and features collaborative spaces with larger labels including Armani, Nike and Yves St. Laurent. The Nordstrom flagship also includes a large concept space, currently dedicated to Burberry, featuring pieces from the latest Burberry runway show and walls decked out with the Thomas Burberry monogram. The department store is one of the largest to open in Manhattan in decades, and comes at a time when other well-known department stores have been struggling to stay afloat in the New York market. Nordstrom is hoping that by going big with its newest store, it will set the brand apart from the others in the city. In addition to the numerous fashion brands, the flagship will include 100,000 pairs of shoes across three floors, a hundred different beauty brands, and a beauty stylist virtual mirror. To promote this colossal store opening, Nordstrom has turned to Instagram. A Gartner L2 report on the topic showed Nordstrom has earned more than six million interactions on the app. For the store opening, the brand created an Instagram story giving fans a glimpse into everything offered inside and the events being held to promote it. 

The Nordstrom flagship also lets customers eat while they shop. The store boasts seven different dining options, including the Shoe Bar—where customers can order drinks to sip on while trying on shoes, and Oh Mochi—a bakery specializing in mochi donuts that are baked in-house. Nordstrom hopes that by offering a variety of dining options, customers will be incentivized to spend more time in the store. For guests not wanting to sit down for a meal in store, they can approach a sales associate and place an order to be delivered right to them. 

The Nordstrom flagship was a project four years in the making. The family-owned company held nothing back in creating a unique shopping experience for its first New York City store. Though many brands have gone online to reach consumers, Nordstrom’s traditional-with-a-twist approach could be the start of a new beginning for brick-and-mortar.