Nordstrom’s New York Men’s Store
An evolution, not revolution of shopping
The most striking thing about Nordstrom’s men’s store is the sensation that this is what a shopping experience should be. The welcome is warm; the lights are bright; the space considered. But above all else the product is fantastic. If three of those qualities could be (wrongly) considered fripperies, the latter is quintessential and here it is truly excellent. Like the wider menswear landscape the ground floor is dominated by streetwear brands, yet the selection has been brilliantly curated to feel unique, as if the customer will discover items that his friends do not have — but want. Furthermore, the visual merchandising neatly intertwines complementary labels — Patagonia with Vilebrequin, Champion with adidas — the retailer knows its audience.
That understanding is subtly echoed throughout the store, be it the easy-access changing cubicles dotted around — rather than squirreled-away at the back, which might make a man leave — or the selection of anti-aging creams and facial balms for sale.
Downstairs a Topman concession stands alongside Midtown favourite Bonobos. Yet rather than feeling like a juxtaposition the two occupy the same space happily. Indeed, the entire shop feels like a place where hipsters and lawyers would give each other a knowing nod as they head towards their respective zones. The same floor also features footwear, ranging from Nike to Christian Louboutin. There is a bit of edge too, for example, the ubiquitous Stan Smith has been eschewed for the more divisive Prophere (a recurring theme). And what better way to get men trying on shoes than a Toby’s Estate serving-up freshly brewed lattes and croissants!
The ground floor is inexplicably split in two: to get from one to the other the customer must either go downstairs or upstairs and then around, or alternatively outside and in again; a glaring oversight in an environment determined to keep people in situ. The north side is dedicated to denim and toiletries. There are staple brands on show such as Chanel, as well as newer entrants like Jack Black (at a tantalising price point). There is also an alterations service on-site, which aims to combat the sizing issues that many men have from the thirties onwards.
The top floor is possibly a little underwhelming, with the combination of carpet underfoot and suiting making this feel — for the first time — like a department store. The DJ and launch party (for Ilaria Urbatini) boosted the atmosphere slightly, but the Eton shirts and seemingly endless ties allude to a certain gentleman. There are screens around the place but they were either advertising boards or not well signposted, which felt like a miss. However there is a phone charging unit, again averting a crisis for the modern man in order to keep him buying.
There are many other notable touches, for example the assistants are incredibly friendly and seem genuinely pleased to be there. $20 same-day delivery. The returns kiosk is simple and removes any awkwardness. There is even a bar! And whilst the shoe-shining feels a little outdated and the 24-hour store pick-up faintly gimmicky, what is beyond question is the customer focus.
Overall this is an enticing experience with product very much the hero. The tactile inventory has a ‘newness’ quality to it, which, combined with the added services has imbued a ‘repeat visit’ mentality (arguably bringing digital behaviours into the physical world).
Ultimately, amongst the schadenfreude of the retail landscape Nordstrom should be applauded for opening a brick and mortar location and for getting it spot-on. As the subtitle of this piece suggests the New York location is an evolution not a revolution within retail, yet the upgrade is a hugely enjoyable ride.
