|Branding Partnership with Nordstrom and Etsy
By: Cindy Wendland
My daughter describes shopping at Nordstrom as “shopping heaven.” We think she sums it up beautifully. Then there is Etsy. Etsy is a global marketplace that is artsy, fun, and was the source for decorating our son’s bedroom in all things Minecraft. Nordstrom and Etsy have teamed up to offer a unique collection of handmade and vintage goods from emerging artists and designers. What an interesting combination.
Branding partnerships offer Nordstrom a nice advantage. Nordstrom can offer unique merchandise without carrying the inventory or designing or sourcing it. Stores need to offer something new to the consumer, and this is one way that Nordstrom is offering something new. They can use an established vehicle — Etsy – and highlight new products.
For Etsy, this has to be a dream partnership. Etsy will receive great exposure to a discriminating class of shoppers from Nordstrom’s website. This partnership helps Etsy attract more designers who wish to have the opportunity to showcase their wares with Nordstrom.
This partnership is positive and brings new customers to each entity. It gives Etsy higher-class customers and gives Nordstrom some chic vintage options. Vintage has become such a hot category, and this is a great way for Nordstrom to participate. Stay tuned. More interesting partnerships are on the way — like Tony Bennett and Lady Gaga.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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