Nordstrom: Time for more affordable price points?

Increasing the mix of lower-priced merchandise is a way for Nordstrom to recapture some of its loyal customers. Many of us used to be drawn by the mix of value-priced private brand programs and more “aspirational” goods all the way to designer price points. In the men’s area, for example, it has become harder to find opening price points outside of the basic dress shirt program, especially shopping for casual sportswear key items.

There is no doubt that shoppers “discovered” Nordstrom as it expanded around the country, and were often surprised at its affordability within the context of an upscale design and good customer service. This has been a key strategic advantage for Nordstrom, allowing it to build loyalty as it expanded. Revamping the mix isn’t just a knee-jerk reaction to economic times but a welcome return to the company’s roots.


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