Nordstrom Retail Buying Simulation

NORDSTROM

This is a retail buying assimilation for the Nordstrom's Luggage Department. The report below is composed of general information about the department, consumer profiles, trend forecasting reports, a product development sample, a six month plan for the fall of 2018, and an assortment plan report.

Mission Statement

No matter where you're headed, Nordstrom has the luggage for you. With hundreds of brands and styles, you will find your perfect fit that will last you a lifetime, ready to go when you are.

Consumer Profile

Store #320: South Costa Plaza

Average Age: 25-34

Family Income: $75K

Average Purchase in Dollars: $800

Demographics/Psychographics:

Mobile Urbanite/ Connected Bohemian
Liberal Lifestyle
Progressive Professionals
Tech Savvy
Young Singles
Early Adopters/ Risk Takers

Eat at Chipotle
Shop at H&M
Attends Music Concerts
Visits Asia
Uses Uber
Owns a Volkswagen

A/W 20/21 Buying Trend Report

Trend #1: Smart And Sleek

Smart luggage has become one of the hottest trends among professional youth. Luggage companies now aim to make products that not only look sleek and sophisticated, but they want all the bells and whistles too. Most sport monochromatic metal tones, but recently, brands have also ventured into brightly colored hues and even some matte finishes, all being made of poly carbonate to ensure the lightest possible bag that still offers its consumers all the latest technology such as finger-print recognition locking, digital self scale, removable USB charging ports, GPS tracking, and complimentary apps that give users all data in real time.

Trend #2: Commuter Carry-On

Today’s youth is big on carry-on luggage. Companies have picked up on this trend and are now making sure to offer commuter-style backpack luggage that consumers can easily and conveniently carry with them on the plane and wherever they go explore. These bags tends to be brightly colored, color-blocked, and made of water-proof materials. Many are compartmentalized to fit as much as possible, are designed with anti-theft properties in mind, and include technology such as removable portable batteries.

Trend #3: Classic leather

Leather is a timeless material for all fashion statements. Leather luggage has been and continues to be a go-to favorite for both young and mature consumers. These bags tend to be made in neutral and dark colors with an emphasis on quality. Most of them are shaped as duffel bags and cases that are carried on the shoulder or cross-body, but some brands such as Tumi have created leather luggage that are much like the current roller styles. This type of modern take on leather luggage is more popular among the younger consumers.

Product Development Sample

Chicago Commuter Backpack

Style #: 105

Cost: $131.62

Retail: $375

Dimensions: H 14.25 in W 11.5 in D 5.5 in

Shoulder Strap: 31 in

Side Strap: 15.5 in

Handle: 12 in

Features:

Padded Laptop Pocket

Water Resistant

Double-Zip entry with lock

Hidden Back Pockets

Padded Adjustable and Removable Shoulder Straps

Removable Battery Pack\

Headphone Cable Port

Materials: Nylon

Colors:

This Backpack was designed in collaboration with Tumi exclusively for the Nordstrom Luggage Department. Tumi has put an emphasis on reaching Millennials and Gen Z with their product line and this fun and colorful bag is perfect for their Fall 2020 collection. Although it is an exclusive item, the price point was set in the medium range so that new professionals and those transitioning into adult life are able to obtain this product. It is versatile, compact, and offers its users comfort without compromising style. It also keeps up with technology with its incorporated battery pack so that the consumer never has to worry about low battery, as well as hidden pockets to prevent any pick-pocketing. This backpack is perfect for everyday commuting or going to explore a new country.

To encourage customers to buy this product, 10% of all proceeds will be donated to the Action Against Hunger Foundation.

6-Month Plan

Assortment Plan

Justification

Some of Nordstrom's Luggage Department's key brands are Tumi, CALPAK, RIMOWA, and The North Face. These will make up 75% of the product assortment.
20% of the assortment will be made up of other brands and 5% of the inventory will come from lesser known, fashion forward indie brands.
Based on the demographics of my three store locations, the customers shopping for luggage are the most interested in style and quality, with price points ranging from moderate to high.
Most of the brands that will be offered are not "high fashion" but they are on trend, have exceptional quality, and carry the latest technology, which the younger customers will love.