Nordstrom will bring Trunk Club to stores—putting the 21st-century spin on personal shopping services
In the nearly hour-long earning call, CEO Erik Nordstrom and team tried to put a positive spin on otherwise dreary news. What got my immediate attention was his announcement that the company is going to fold its primarily digital Trunk Club styling service, acquired in 2014 for $350 million, into its full-priced stores. Currently, Trunk Club also operates six free-standing Clubhouse locations in Boston, Chicago, Dallas, Los Angeles, New York City, and Washington, D.C.
when it said, “We are reimagining the shopping experience to fulfill customer needs in a digital world.”At its founding in 2009, Trunk Club was just such a shopping experience. Scaling Trunk Club has always been the goal, but Nordstrom needed some time to line up all the pieces, including applying the “application of data science” to the Trunk Club model, as Worzel described.
While the demographics of the Trunk Club customer is not revealed, it is likely to overlay perfectly with that of Nordstrom, even skewing toward the younger 18-to-34-year-old segment, which in 2017 represented just over one-third of Nordstrom shoppers.
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