Objective
Position Nordstrom to be more attractive and grow with the Gen Z market.
Business Problem
Gen Z only makes up just 7% of Nordstrom’s customer base, highlighting the need for the retailer to adapt to changing consumer preferences to secure future growth.
Skills
Consumer focus groups, strategy development, marketing campaign development, communications planning.
Nordstrom Innovation Strategy
Why is this happening?
Focus group studies of Gen Z shoppers revealed two themes:
Inconsistent customer experience
Participants had high awareness of the generous return policy, but detailed negative in-store shopping experiences due to poor fitting rooms and overwhelming store layout.
Outdated, "millennial" brand
Gen Z prioritizes TikTok and Instagram as search engines. Compared to brands like Aritzia, Nordstrom lacks trend alignment and community identity.
One participant said:
"Nordstrom is where 12 year olds and their moms shop."
The Reality
Gen Z crave in-person shopping and seek brands that make them look cool by association.
When shopping is identity performance, Nordstrom feels socially neutral. And neutral doesn’t convert.
The Tension
The Strategic Problem
How do we make the Nordstrom shopping experience culturally validating?
Our Insight
It's hard to feel cool shopping somewhere that doesn't make you look cool.
Digital Screen Interface
Request different sizing options and browse the full category of brands to request new clothing to try on.
Full Mirror with custom lighting options
Change the lighting of the room depending on their mood: “Golden Hour”, “Runway”, “Studio”, and “Morning Glow”.
Magic Wardrobe where clothes “appear”
Any new clothing requested on the Digital Screen will magically appear in this wardrobe, eliminating all friction.
Every fitting room experience can become the next viral Tiktok.
Introducing: The Magic Fitting Room
67% of Gen Z cite Instagram as their top search engine.
Revamp Instagram with stronger art direction and a Gen Z-focused Instagram Shop page.
And the Instagram looks cool now?
Final Presentation