Nordstrom installation pumps up New Concepts
Shopping is often about discovery.
Whether a targeted search in order to find that perfect new piece, or a more happenstance experience that ends with stumbling upon a new designer, shopping for fashion revolves around the idea of finding something that speaks to you.
The idea of streamlining the process by putting a curated selection of items from bold (many up-and-coming) brands is at the heart of the New Concepts shop at Nordstrom.
The latest offering in the limited-edition space — Concept 008 — saw the retailer partner up with the direct-to-consumer brand Entireworld.
The installation featured “responsibly made” pieces for men and women ranging from beanies and socks to sweaters and trousers, all priced below $200, according to a news release. The pieces are available exclusively at Nordstrom Pacific Centre in-store in Canada, as well as online at shop.nordstrom.com.
We caught up with Sam Lobban, vice-president of designer ready-to-wear and new concepts at Nordstrom, along with Scott Sternberg, the designer and founder of Entireworld, to learn more.
Q What makes it unique from other offerings in the Nordstrom stores?
Lobban: We always aim for that moment of discovery. With Entireworld you discover a new appreciation for essentials, executed thoughtfully.
Q Who is the target customer?
Lobban: Engaging a new customer is always an exciting part of New Concepts. The other side of it, of course, is championing brands or designers who have created these new narratives.
Q Why do you think shoppers are drawn to the idea of capsule collections like this?
Lobban: Scott’s unique ability to take familiar styles and make them feel fresh and exciting is super relevant for Nordstrom customers. Maintaining the spirit of the brand visually and physically in-store through New Concepts was the best way for it to feel true to what he’s doing.
Q What’s exciting about Concept 008?
Lobban: There’s always a lot of thought that goes into how something will “live” in the store, both from the perspective of what will engage customers that aren’t necessarily there to see Concept 008: Entireworld but also what will be new and exciting for existing fans of Scott’s work. Partnering directly with a designer to have that larger conversation is what makes each Concept so unique and personal in a way.
Q How would you describe this new collection?
Sternberg: The shop is like a palette cleanser for the new year: pure, colourful, comfy cosiness in a bunch of exclusive colours just for Nordstrom of our bestselling undies, boxers, socks, tees, cords, trousers, and, of course sweats.