![]() ![]() “Nordstrom will reap the benefits of brand partnerships outside the traditional wholesale/retailer relationship because they are constantly learning about what their customer wants,” wrote Liza Amlani, Principal at Retail Strategy Group. Taking a careful approach to choosing and working with partners will enable that consistency.” “As retailers get closer to operating like marketplaces, consumers want and deserve consistency of experience regardless of which items they’re buying. “I especially appreciate that Nordstrom isn’t choosing to just partner with anyone though, they are strategically working with brands that seamlessly fit in with theirs,” wrote Ms. Going into these partnerships with a clear idea of the value the partner brand brings to the customer base was, for the BrainTrust, what set the strategy apart. But we are good at making a known brand bigger and better.” “I don’t think we are great at making an unknown brand known. “The perfect scenario for us is to have a well-known, highly-sought brand that you can’t find in a lot of places,” said Mr. Nordstrom has numerous partnerships with DTC brands likewise aimed to be complementary. In the Asos arrangement, the U.K.-based online retailer retains operational and creative control, but the two companies share ownership to ensure collaboration. In its online-only partnership with Nordstrom, Fanatics fulfills and ships all orders and owns the inventory to reduce risks for the department store retailer. “Collaborative partnerships like this allow consumers to shop the way they want to – this is the present and future of retail.” “Smart retailers recognize that they can’t win by being standalone brands anymore,” wrote Melissa Minkow, director of retail strategy at CI&T. “It’s foolish not to expand ones offerings and offer shoppers easy access to new in-demand items, as long as they support the overall brand vision.” “As more (DTC) brands emerge traditional retailers will benefit by developing partnerships,” wrote Patricia Vekich Waldron, CEO of Vision First.
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