Credit to Author: Aleesha Harris| Date: Mon, 10 Feb 2020 21:01:45 +0000
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 is centred 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 — sees the retailer partner up with the direct-to-consumer brand Entireworld.
The eight-week installation, which wraps up on March 8, features “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, the 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 — whether it be that someone leaves the store or site with a new appreciation for Entireworld, or an actual purchase. 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 to 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 coziness in a bunch of exclusive colours just for Nordstrom of our best-selling undies, boxers, socks, tees, cords, trousers, and, of course sweats.
Q. Do you think any pieces will prove more popular than the rest? If so, which ones and why?
Lobban: The sweat suits are super good. I think the full colour, cosy look is great, especially through the cooler months.
CLICK HERE to report a typo.
Is there more to this story? We’d like to hear from you about this or any other stories you think we should know about. Email firstname.lastname@example.org