Nordstrom (NYSE:JWN) launched a Poketo shop, its latest in a series of themed pop-up shops located in eight flagship locations as the retailer continues to woo younger shoppers.
The pop-up launched over the holiday weekend and two others are set for August and September, reported WWD. Olivia Kim, Nordstrom's director of creative projects, developed the idea to handpick merchandise, spanning high and low price points, each with a different theme. It's a way to introduce new designers and vendors.
Poketo's products will range from fruity beeswax candles to necklaces and cuffs from HighLow jewelry.
The pop-up is another creative selling tool that is putting Nordstrom at the forefront of department store innovators. Last month the retailer added video displays in-store to showcase the social shopping site Wanelo, and in April online jeweler Bauble Bar appeared in 35 Nordstrom locations.
It's all part of Nordstrom's campaign to woo younger shoppers. In 2013, the retailer expanded Topshop collections to 41 stores from 14 and repositioned the Savvy department to offer on-trend fashion at more accessible price points. "Both have attracted new and younger customers, while reflecting newness in fashion that have a halo effect across the entire offering," Blake Nordstrom, principal executive officer and president said during a conference call.
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