Nordstrom
Nordstrom

Nordstrom is opening a new tech-enabled menswear store located in the heart of New York City, as part of its ongoing focus on new retail formats.

The three-floor location at 57th Street and Broadway, aims to combine an old school retail experience with cutting edge technology to provide a unique shopping experience to its customers.

It will be home to Nordstrom’s full-line of menswear, shoes and grooming supplies with a focus on streetwear. Brands that will be present in the store include high-end names like Comme des Garçons and Christian Louboutin, as well Vans and Adidas.

While shoe shines and tailoring are part of the traditional focus of the store (there are 16 tailors on staff, contributing to one of the largest network of tailors in North America, as well as five personal shoppers), there’s also a big interactive element enabled to drive both convenience and experience for shoppers.

Technology in its tailoring section for instance, includes digital screens that display an avatar of the shopper so they can try on an array of custom-made jackets.

Meanwhile, a new fully digital returns system will also be in place to assist on the customer journey. Returned items can be scanned at a digital kiosk and deposited in a bin, limiting the need for human contact throughout the process. The only other Nordstrom store to use this system is in Seattle.

The store also enhances the online shopping process by offering 24-hour collection. This means customers can order items online and collect them from the store – a Nordstrom employee will meet them at the store entrance no matter the time of day.

Nordstrom already operates two of its Nordstrom Rack discount stores in the city, but the investment will serve as a test of the future of department stores as people choose to shop online more frequently.

It also follows the launch of the retailer’s Nordstrom Local concept, a service-orientated store that doesn’t hold any inventory, and instead focuses on appointment-only services including alterations, tailoring and personal styling, as well as online collections and returns.

The store serves as a prelude to the opening of Nordstrom’s womenswear location, expected in 2019.