Part of the reason for this, is because these dresses have a number of advantages over formal gowns to include: they are affordable, can be utilized for a variety of events, they are comfortable and they look amazing. This is important, because it shows how a shift has occurred in consumers demand. (Xu, 2010)
The Product Line
To be successful in this new market requires that Nordstrom's engages in a strategy of offering a wide variety of: informal dresses and other wedding accessories at affordable prices. Where, they must be able to provide consumers with: high quality and the kind of styles that are most in demand. As a result, the different wedding shops that the company has been opening are offering a number of different choices to customers to include: Monique Lhuillier, Notte by Marchesa, Kate Spade, Nicole Miller, Milly, Trina Turk and BCBGMAXAZRIA. At the same time, the prices range for these various dresses that they are selling range from: $138.00 to $2,000.00. This is important, because it is showing how the company is creating a unique product line that will reach out to a host of different consumers. (Brown, 2011)
Differentiation
To make themselves stand out in the minds of customers, Nordstrom's needs to be able to create a product that is competitive, while being one of a kind. To achieve this objective Nordstrom's has been creating their Wedding Suit. This is a one stop shop for a host of: bridal showers, rehearsals, weddings and honeymoon activities. As the company is offering consumers everything that they will need for their wedding ranging from: the various gowns to providing customers with numerous types of lingerie for...
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