Nordstrom Rebrands Savvy Department After Successful Topshop Collaboration

Image: EMILY HARRIS/BLOOMBERG NEWS

High-end department store Nordstrom has announced they are rebranding their Savvy department with fashionable brands priced for a less affluent shopper following the company’s successful collaboration with British fashion retailer Topshop.

According to The Orange County Register, Nordstrom is adding new brands to Savvt “as part of our effort to evolve our offering, to meet our customer’s needs.” John Bailey, a Nordstrom spokesman said, “The new ‘Savvy’ shopping experience will include new, of-the-moment brands at accessible prices. We often move brands from one department to another to better serve customers.”

The goal is to offer lower-priced apparel to appeal to all shoppers who are interested in purchasing great brands for less. The hope is that the new strategy will also lure new customers who were previously unfamiliar with Nordstrom.

In the newly structured Savvy department, Bailey says that price averages will range from $19-$98, with items priced at a maximum of around $200, according to a website check by The OC Register.

New lines included in the department, such as Leith, Mural, MinkPink, Tildon, ASTR and Viva Vena, will also benefit from the new strategy, since many of the lines are “multi-tiered” and also have higher-priced items that new consumers may consider once brand loyalty is established.

The “new consumer” Nordstrom refers to are those who will be drawn to Topshop’s new store-within-a-store, which is set to appear in the fall.

Bailey told The OC Register, “We learned a lot from our partnership with Topshop and we’re trying to move faster in developing cutting edge brands at accessible price points.”

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