The latest exciting news in retail collaborations comes as an unconventional mash-up between the traditional and the trendy. Nordstrom, the classic and conservative Seattle-based department store plans to partner with freewheeling, fast-fashion chain Topshop to deliver trendy, mid-priced merchandise to select stores (and online) as soon as—wait for it—September 10th! (Now that’s what we call fast-fashion!)
So here’s the scoop. Nordstrom plans to feature Topshop and Topman apparel and accessories in 14 of their 117 locations in the U.S. The London-based brand will be showcased in dedicated department store space, characterized with their signature neon glow signage and flashy mannequins. Selections from Topshop’s runway and street style-inspired collections will be sold alongside styles designed exclusively for Nordstrom.
The venture is an exercise in market research for both parties involved—Nordstrom aiming to capture a younger, more fashion-forward shopper, Topshop expanding its barely-there stateside presence. “This will be a new customer for them, and a new customer for us,” Philip Green, the owner of Topshop, said in an interview Thursday at Topshop’s New York store in SoHo.
For Nordstrom, the exciting new partnership follows their acquisition of flash sale site Haute Look and the introduction of e-commerce brand Bonobos into stores. Both have been efforts to expand their traditional target market to include youthful, trend-savvy consumers who, until now, mostly browsed the high-end department store while making frequent purchases at other fast-fashion chains like H&M or Zara. The high quantity, runway to retail merchandise seems to be exactly what Nordstrom needs to shake up their selection, with fresh new Topshop styles arriving weekly. (The London flagship store sees 200 new styles per week!) Contingent on mutual success at the strategically selected stores, we can hope for Topshop in many more locations in the coming year.
Nordstrom will be the only United States department store to carry the brand. Besides shopping online, Topshop currently only operates three retail locations—New York, Las Vegas, and Chicago—accessible to their American fans. (A shocking comparison to their 319 shops in Britain.) Offering the brand in Nordstrom department stores allows Topshop, who plans to open 20 new locations in the next five years, to measure how the U.S. market receives the new availability of the apparel. Plus, the placement offers the same trendy merch with a completely different shopping experience. It’s also an experiment of fashion versus basics as the brand has seen a definite rise in the purchase of trendy styles compared to the sizeable drop in basics like tank tops and v-neck tees.
Here’s where you can find Topshop at a Nordstrom near you in less than two months:
Ala Moana (Honolulu, HI)
Barton Creek Square (Austin, TX)
Burlington (Burlington, MA)
Chandler Fashion Center (Chandler, AZ)
Dadeland Mall (Miami, FL)
Garden State Plaza (Paramus, NJ)
Irvine Spectrum Center (Irvine, CA)
Oakbrook Center (Oakbrook, IL)
Phipps Plaza (Atlanta, GA)
The Plaza at King of Prussia (King of Prussia, PA)
San Francisco Centre (San Francisco, CA)*
South Coast Plaza (Costa Mesa, CA)*
Southcenter (Tukwila, WA)
Valley Fair (San Jose, CA)
*Store will carry Topshop only