Nordstrom Inc. is dispatch into the conjugal business for the aboriginal time in the company’s 109-year history.
Over the abutting six weeks the flush banker is aperture 14 conjugal salons nationwide, including in its abundance in Canoga Park.
This ability not be a big division for weddings, but it’s one of the best accepted times to get engaged, and the alternation has gotten an adumbration that a move into the conjugal breadth could addition business.
In a pilot analysis at nine food in March, Nordstrom accomplished a 30% addition in new barter to the store, aggregation backer Brooke White said.
“This is a abundant way to accommodated new barter and appearance them what we can do and acquire their business for life,” White said.
Nordstrom joins a adventurous of mainline retailers accepting into the conjugal business. J.Crew was amid the aboriginal alternation food to atom an befalling to advertise bridesmaid dresses, introducing its accumulating online in 2004. Aftermost year, J.Crew opened its aboriginal free-standing conjugal bazaar in Manhattan.
Urban Outfitters affairs to bare its bells abstraction online on Valentine’s Day, followed by a brick-and-mortar abundance in the third division of 2011.
“Companies are attractive to acquisition new segments to get into aback all-embracing [industry] advance is almost flat,” said Steven Dennis, admiral of SageBerry Consulting and a above Neiman Marcus action executive.
Department stores, for the best part, conceded the conjugal salon business to specialty food and absolute retailers over the aftermost two decades. Best administration food had a adamantine time answer the conjugal salon aback added assisting businesses were cat-and-mouse for attic space.
“It is a business, to a ample degree, that administration food absolutely abdicated activity aback to the 1980s,” said Anne Brouwer, a chief accomplice at Chicago retail consulting close McMillan Doolittle. “Department food were the conjugal centers. You went to the administration food first. That’s area bodies started.”
If Nordstrom has its way, brides will balance the address of a full-service administration abundance after the aerial bulk of a artist salon. The banker aims to angle out from the army by marrying affordable and beautiful conjugal and bridesmaid dresses with high-end service.
A Nordstrom in Chicago has its bells apartment already open. Located abreast special-occasion dresses, the apartment has its own entrance, marble asphalt floors and extra-large applicable apartment with adipose basement for the bride’s accompany and family.
There are no poufy white dresses or continued trains here, although Nordstrom’s civic stylist director, Fanya Chandler, says bells stylists are animated to adjustment crinoline skirts and trains if the helpmate wants them.
Each bazaar has three committed bells stylists. Apple Inc. iPads are on duke so brides can chase the Web to appearance the stylists what kinds of gowns they like (and accompany and ancestors cat-and-mouse for the helpmate to try on her clothes can absorb themselves).
Nordstrom affairs to backpack bells clothes collections from Milly, Notte by Marchesa, Sue Wong, David Meister, Nicole Miller and Tadashi. The bazaar additionally carries accession dresses, bridesmaid dresses, shoes, headpieces, adornment and foundations. Conjugal and bridesmaid dresses ambit from $138 to $2,000.
The boilerplate bulk a helpmate spends on her clothes is $1,072, according to Conde Nast Conjugal Group.
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