Jamie Nordstrom on Nordstrom’s Local Strategy, Reshaping Stores and the Cool Factor

Jamie Nordstrom knows what Nordstrom Inc. is, what it can be, and what it’s not. “We are not economists. It’s hard to read the mood of the consumer. They like good execution. Maybe the bar is a little higher than it used to be on that. So we are super focused on executing for her.” “We want to be the place that has the coolest stuff,” stated Nordstrom, the president of stores for Nordstrom Inc. “It’s not about price. It’s not about one single brand. It’s about what’s cool. “If you come into our store on 57th and Broadway, we have a one-off Nike experience that is unique in the world. It’s super cool. There are super rare products Nike only made 30 pairs of in the world and they are at our store, and it’s $99, $139. These are not thousand-dollar shoes. They are Nikes. But they are super rare and they are of-the-moment. Then you go upstairs and we have a super unique Burberry installation. It’s a little more expensive but it’s not about price. It’s about what’s cool.” Nordstrom’s Everlane shop at the 57th Street flagship ups the cool quotient. The brand is transparent on how its products are priced and

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