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Nordstrom must be taking cues from the How to Appeal to a Younger Shopping Demographic handbook: Topshop and the brand's menswear counterpart Topman shop-in-shops have opened in 14 of the department store's locations, right in time for fall's fashion frenzy. While it'll be interesting to see how the department store's more conservative shoppers take to skull decals and studs, this plan just might work.
One way Nordstrom has dressed itself for success is teen-friendly pricing of the collection, which hits below the suburban department store's usual designer price point. Sweaters, tops, and trousers hover between $60 and $90 and tees and tanks roll in at $20 to $30. One dress reached $300, most of the coats are under $200, and some damn cute bags fall between $56 and $150.
As Racked Chicago reports, the shop-in-shops feature mannequins, visual merchandising, and store fixtures flown in from the UK for that extra Topshop authenticity, but the shop hosts aren't changing everything. Nordstrom's president of merchandizing told NY Times that since the space is "going to live amongst what we do," so there will be no blarring music or any other Topshop signatures that conflict with brand business as usual.
But if you're not near a store, you don't have to worry about that identity crisis. Instead, the collection, complete with Nordstrom exclusives as well as the curated offerings from Topshop and Topman themselves, are all available online.
· Topshop's On-Trend Style Lands At Nordstrom: Shop The Limited-Edition Styles [SheFinds]
· http://racked.com/archives/2012/09/10/mark-your-calendars-you-guide-to-falls-collab-launches.php [Racked]