Part of the reason for this, is because these dresses have a number of advantages over formal gowns to include: they are affordable, can be utilized for a variety of events, they are comfortable and they look amazing. This is important, because it shows how a shift has occurred in consumers demand. (Xu, 2010)
The Product Line
To be successful in this new market requires that Nordstroms engages in a strategy of offering a wide variety of: informal dresses and other wedding accessories at affordable prices. Where, they must be able to provide consumers with: high quality and the kind of styles that are most in demand. As a result, the different wedding shops that the company has been opening are offering a number of different choices to customers to include: Monique Lhuillier, Notte by Marchesa, Kate Spade, Nicole Miller, Milly, Trina Turk and BCBGMAXAZRIA. At the same time, the prices range for these various dresses that they are selling range from: $138.00 to $2,000.00. This is important, because it is showing how the company is creating a unique product line that will reach out to a host of different consumers. (Brown, 2011)
To make themselves stand out in the minds of customers, Nordstroms needs to be able to create a product that is competitive, while being one of a kind. To achieve this objective Nordstroms has been creating their Wedding Suit. This is a one stop shop for a host of: bridal showers, rehearsals, weddings and honeymoon activities. As the company is offering consumers everything that they will need for their wedding ranging from: the various gowns to providing customers with numerous types of lingerie for the night of the honeymoon.
This is important, because this one stop shop type of approach, is allowing Nordstroms to be able to offer customers everything that they will need for their wedding (without the high prices of competitors). When you put these different elements together, this means that company is a creating a unique product that will allow the Wedding Shops to mirror many of the smaller boutiques that have become so popular. The biggest differences are: there is more of choice as far as the overall amount of products are concerned and there is that one a kind feel the moment someone enters the Wedding Shop. As they will forget that they are in the middle of a large retailer. Instead, they will feel as if they are at a small boutique that is affordable, with a wide variety of choices. This is important, because this is showing how this strategy is allowing the company to standout among competitors. (Brown, 2011)
Nordstrom Joins the Bridal Business. (2010). Zankyou. Retrieved from: http://www.zankyou.com/us/magazine/p/nordstrom-joins-the-bridal-business
Brown, B. (2011). Nordstroms New Wedding Sweet. NW Source. Retrieved from: http://www.nwsource.com/shopping/fashion/blog/nordstroms-new-wedding-suite-rolls-out-red-carpet-open-house
Jones, S. (2010). Nordstrom Falls in Love. Seattle Times. Retrieved from: http://seattletimes.nwsource.com/html/businesstechnology/2013570781_nordstrombridal02.html
Xu, T. (2011). Informal Wedding Dresses are in High Demand. Sooper Articles. Retrieved from: http://www.sooperarticles.com/shopping-articles/clothing-articles/informal-wedding-dresses-high-demand-272135.html.