Running Head: BRANDING NORDSTROM 1

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How does this partnership fit into Nordstrom's current brand management

strategy?

This partnership will fit well with Nordstrom's current brand management strategy.

Nordstrom is an upscale department store that caters to a conservative audience that looks

for quality in their purchase. By partnering with Topshop, a U.K. based chain that is

upscale themselves who target teenagers and young adults, Nordstrom will continues to

offer quality clothes but can attract a younger audience with Top shop.

Will it appeal to its target market?

Seeing how Nordstrom's target market is an older audience ranging from 28-40 it will not

appeal to its target market, because Topshop's target markets range from 15-26. The two

stores cultures are different, for example, Nordstrom is a quit store known for its tinkling

pianos while Topshop is a loud store with blaring music. With that said, I think

Nordstrom is adding to their target market by partnering with Topshop. The target

audience that Topshop attracts will generate new business for Nordstrom and that, I think,

is what they are going for.

How will it allow Nordstrom to differentiate itself from the competition?

This Partnership will allow Nordstrom to differentiate itself from the competition thought

pricing and product diversity. Nordstrom is an upscale store whose prices reflect that,

even though Nordstrom is a department store I feel that it operations in a niche market

due to their expensive pricing. According to Craven by diversifying their product line
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through partnering with Topshop, they can target a broader audience.

Is it a risky move for Nordstrom considering the downward sales trend for Topshop

in the U.K?

It is a risky move for Nordstrom but to be successful companies has to take risk. Also,

Clifford (2012) stated, "Topshop has 319 stores in U.K. and only three stores in

America"(par.13), and considering how popular Topshop is in American I think

Nordstrom will be ok.

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Reference

Clifford, S. (2012, July 13). Conservative nordstrom to sell trendy topshop fashion.

International Herald Tribune. Retrieved 19 Feb. 2015 from

http://search.proquest.com/docview/1024587936?accountid=32521

Craven, R. (n.d.). The truth about marketing to women. Retrieved 19 Feb. 2015 from

http://www.marketingdonut.co.uk/marketing/marketing-strategy/the-truth-about-

marketing-to-womeno

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