Madewell sells youthful products developed its creator Mickey Drexler. Recently Pete Nordstrom the merchandising head of his company inked a pact to sell Madewell styles in Nordstrom stores starting on March 2, 2015. While the products are priced somewhat below Nordstrom’s typical prices, the products resonate with the youthful Nordstrom customer, and that is the key to Nordstrom’s rationale to carry some of the assortment in its stores.
Madewell is a division of J. Crew Group Inc. It’s Chairman and CEO, Mickey Drexler, is a brilliant merchant – one the most innovative in retailing. The company is now private. It is owned by TPG Capital and Leonard Green Partners. In addition to the Madewell division, there is J. Crew, J. Crew Factory, crewcuts, The Liquor Store and the Ludlow store. The new venture with Nordstrom adds greater emphasis to the wholesale division. Until now the company has been selling Lane Crawford stores in Asia and on Net-a-Porter.
The move to sell in Nordstrom stores gives the customer an opportunity to buy Madewell clothes in additional locations. There are about 170 Madewell stores throughout the United States and I am told that it will be initially in about 15 Nordstrom full line stores that will carry some of the merchandise. It ranges from jeans to young, hip, casual fashion apparel and accessories. Some of the merchandise is highly styled, others is basic.
Madewell also recycles jeans. The division accepts jeans that are languishing in customer’s closets and their recycling partner called Blue Jeans Go Green turns the discarded jeans into housing insulation for those in need. The customer gets $10 off on her next pair of jeans.
Madewell is a brand that was originally a Bedford, Mass. workwear company that was founded in 1937. It was revived by Mickey Drexler in 2007 as he expanded his reach for more customers with more casual clothes.
That fits well with Nordstrom’s philosophy of being “One Nordstrom” to offer their customer access through all available channels of distribution. This includes their Full Line Stores, the Internet site (.com), the Nordstrom rack and Rack and Haute Look on the Internet again. The company hopes to gain market share by acquiring and migrating customers from one point of purchase to any other – it is omnichannel selling at its best. It makes shopping a seamless experience. It also hopes to speak the younger customer’s language.
Of course the store gives excellent service. My recent experience from an Allstar associate – Stacy Hall – proves the point. With her help my short stay in Seattle proved to be long enough for them to fix the sleeves on my new coat that I then proudly brought home. Yet the definition of fabled service is changing fast. Today it has to include a vibrant Internet Site, excellent mobile information as well as free delivery and returns as well as free alterations for loyal customers. Even the Smart Mirrors, now being tested in several locations, gives in fitting room’s product information, customer’s reviews with the touch of a finger. The company is also adding greater emphasis on individual shopping experiences including personal stylists. The Trunk Club, which was recently acquired, helps develop loyalty with great service.
Certainly the Madewell partnership recognizes customer’s demands for trendy apparel. I expect to see the merchandise in most stores soon.
