Iconic Retailer Crafts a New Brand Concept to Target Key Consumer Group

Nordstrom has consistently set the bar within the retail industry for its legendary focus on its customers. So when Nordstrom was looking for a fresh perspective as they crafted a new online and in-store concept to better serve a key customer segment, they contacted bsp. By tapping the joint capabilities of bsp’s Research Lab and the creative insights of the POP Studio, bsp generated an in-depth profile of the target consumer and developed a creative vision to guide the concept roll-out. In order to get in the headspace of the target consumer, bsp developed and executed a consumer research plan with both qualitative and quantitative elements. The findings helped define multiple consumer segments to target and validate concepts most appealing to each consumer segment. The POP Studio drew on its deep understanding of trends across the fashion and retail landscape coupled with consumer insights to deliver a creative vision for a concept that is both tailored to Nordstrom’s brand strengths and appealing to a new consumer audience.