Nordstrom Retail Buying Simulation
Women's Handbag Department
Below is a mock buying simulation for the Nordstrom Women’s Handbag Department. Through this simulation, I was able to gain knowledge in researching customer demographics, creating trend forecasting reports, developing products and configuring a six month plan, as well as an assortment plan for the S/S 22 seasons.
Mission Statement
In the handbag department at Nordstrom, we pride ourselves on providing excellent customer service and listening to what it is our customer is looking for. Our handbags provide something for various demographics with product anywhere from timeless and chic to trendy and fun. Nordstrom’s team of experts in the Handbag department values customer commitment, quality, integrity, and teamwork. Customer satisfaction is always at the forefront of our retail buying decisions.
Customer Profiles
All stores are based in California.
South Coast Plaza: 320
Average Age of Purchaser: 38
Family Income: $98,150/yr
Average Purchase: $650/per trip
Fashion Attitude: More fashion forward.
Lifestyle: Owns a Subaru, eats organic/ healthy, shops at Nordstrom, attends sporting events at their college, visits NY, they use yelp and spotify steaming.
North County Fair Mall: 364
Average Age of Purchaser: 34
Family Income: $71,401/yr
Average Purchase: $350/per trip
Fashion Attitude: Business professional, fashionable on a budget.
Lifestyle: Owns a Nissan, Eats at Jack in the Box, shops at Burlington,visits casinos, and using DIRECTV services.
Century City Mall: 343
Average Age of Purchaser: 43
Family Income: $107,640
Average Purchase: $1000/per trip
Fashion Attitude: Conservative, spends money on good quality pieces.
Lifestyle: Owns a Mercedes, eats at the Cheesecake Factory, shops at Bloomingdales, visits Europe and listens to all news.
Trend Report: S/S22
 Soft VolumeMaterials- Leather Soft volume continues to be on the rise for the coming seasons. This trend provides the people with a sense of newness and coziness, and has been a key element from designers all over the runway. Investing in classic colors such as creams, tans and blacks, will prove to be beneficial; as well as adding pops of color appropriate to the season. |  StructureMaterials- Leather Suede Structured bags are making a comeback on the runways for the coming seasons and have been seen in various different colors and forms. The clean lines and shapes of a structured bag, proves to provide a classic and chic feel. With the pandemic, we have learned that neutral colors are better as an investment piece, however, shades of green and orange are perfect for the autumn season. |  Work LeisureMaterials- Leather, Nylon With the shift from the pandemic and working at home to going back to work, consumers want a bag that will allow them flexibility to be worn with anything. Again, investing in classic colors, and versatile materials such as leather and nylon, will ensure long term-wear. |
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Product Development
Product Development
Style#: 874563
Cost: $500
Retail: $1,377
This Hobo Bag is in collaboration with one of our department’s most loved brands, Bottega Veneta. This hobo bag will reflect the very slouchy, and soft volume silhouette that Bottega enables, as well as carry on with their signature thick chain. This bag will come in 3 different color ways which include your classics, black and white, hunter green, and a deep red shade. In addition to the 3 different color ways, this bag also comes with 3 detachable chains that can make your bag customizable. It will be like getting 3 bags for the price of one. Based on the demographic for my stores, sticking to basic colors and classic silhouettes, as well as offering 3 different chains will incline our customer more to purchase this bag.
*10% of all proceeds from this collaboration will go towards World Animal Protection*
Six Month Plan / Assortment Plan
 Six Month Plan |  Assortment PlanJustification: The handbag department's key brands are Bottega Veneta, Fendi, By Far and Ted Baker. Key brands are making up 70% of the hand bag assortment. The rest of our assortment will come from other brands which will make up 20% and new, fashion forward brands that will make up the remaining 10%. With our varying demographic, we wanted to pick styles and designers that are for that customer that can spend a larger amount on a bag, and for a customer that might not want to spend so much money on a handbag. Offering classic styles, and including staple colors, along with pops of color, can still create a very “in” and on trend look. When researching our department's competition, we became aware of what colors, and styles we might need to add into the store. |
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