Nordstrom has launched a new retail concept in West Hollywood. The store, called “Nordstrom Local” is a concept based along the lines of Bonobos’ guide shops: these showroom stores don’t have inventory for purchase but instead offer garments to try on that you can purchase online.
The store also offers a range of services like a nail salon, beauty services, tailoring and style advice services, dressing rooms and a bar featuring alcoholic and non-alcoholic beverages.
In-store stylists use a new tool to create digital boards, called “Nordstrom Style Boards,” that can be filled with personalized fashion recommendations, like a summer vacation or wedding, that customers can view on their phone and purchase directly through Nordstrom.com. Along with such recommendations, customers can get advice by having a conversation with personal stylists through the Nordstrom app.
The store will have no apparel to buy on site, but the personal stylists can fetch items from nearby stores or order them online. Online orders placed by 2 p.m. can be picked up at the “Local” that day, and returns can be made online or at a Nordstrom store.
This retail experiment follows in the footsteps of Bonobos and Warby Parker, offering a range of services and showroom merchandise while blurring the lines between ‘brick and mortar’ and true ecommerce.
The store is located at 8401 Melrose Place, Los Angeles, CA 90069