Nordstrom unveiling new 'inclusive' shopping experience

Nordstrom is looking to appeal to a broader audience.



The retailer on Monday called on top brands to expand their size ranges by adding more items in sizes 14, 16 and 18, along with smaller sizes zero and 2. Nordstrom also said that it is launching an "extended sizing" initiative, beginning with its new store at Westfield Century City, Los Angeles.



The initiative will kick off in the denim department, which will feature women's mannequins in varying sizes — rather than the typical size 2 —in the denim department to create what the retailer described as a more inclusive shopping experience.



In addition, Nordstrom is integrating all denim sizes together, putting them side by side in one department rather than separating the petite and plus sizes. Participating brands initially include Topshop, Rag & Bone and Madewell as well as the company's private label brands Caslon and Halogen.



Looking futher out, Nordstrom expects to have about 40 brands committed to offering extended sizes in multiple categories online, including swimwear, activewear and ready-to-wear in time for the holiday season, with 60 brands on board for spring 2018. The inclusive in-store experience should be in place in 15 stores by spring.



Nordstrom said is not eliminating its existing plus-size or petite departments. Rather it is working toward filling the gaps in sizes and integrating all sizes together on the selling floor.



"We recognize the opportunity to serve customers better by having more sizes," said Tricia Smith, Nordstrom executive VP and general merchandise manager for designer, women's and kids apparel. "Style and fashion apply to everyone. They're not created for a limited group of sizes. We don't view being size inclusive any differently that the need to be more inclusive across the board — whether it's ethnicity, size or body type. In our opinion, petite and plus sizes shouldn't be considered special categories. They're just sizes."