This episode with Nordstrom's Creative Projects VP Olivia Kim reveals how legacy retailers can innovate to attract new customers and wallet share. Kim's strategy focuses on curated pop-ups, exclusive brand collaborations with digitally native brands, and fostering trust to transform Nordstrom into a dynamic fashion destination. It's a masterclass in blending experiential retail with strategic partnerships to capture the modern consumer.
Key takeaways
Cultivate trust through unique experiences and authentic collaborations to increase customer loyalty and "wallet share."
Leverage pop-up shops and exclusive partnerships with digitally native brands to attract new customer demographics and offer hard-to-find products.
Position your brand as a "destination for fashion inspiration" by curating exciting, authentic experiences beyond traditional retail transactions.
Focus on storytelling and community building to captivate discerning customers and differentiate your brand in a competitive market.
Olivia Kim joined Nordstrom and moved from New York to Seattle in 2013 as the director of creative projects. Now vp of creative projects, she’s in charge of Nordstrom’s pop-up shops, brand collaborations and exclusives with digitally native brands. Essentially, her role boils down to recruiting new customers to Nordstrom by making it more of a destination for fashion inspiration and brands that can’t be easily found elsewhere. On the Glossy Podcast, Kim discussed how she formed her position and, eventually, department, how fashion collaborations have evolved, and what appeals most to customers.
