Will this help the retailer’s sluggish sales?
This article originally appeared on Money.
Bemoaning the state of women’s clothing at some of the largest retailers has become something of a trend article in and of itself: Pieces don’t fit; they’re made of lesser-quality materials than in the past; the styles are ridiculous; and no one wants to pay $298 for a sweater that’s not designer (or pay full-price for anything when they’re accustomed to sales).
J.Crew is often held up as the poster child for where things went wrong.
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The store that once sold quality basics that working women wanted to invest in has seen precipitous declines in sales year after year. Long-time customers are saying good-bye, blaming inferior quality and strange cuts. “Dear J.Crew, What Happened to Us? We Used to Be So Close,” writes Elizabeth Holmes, a retail reporter and critic for the Wall Street Journal.
Now, the retailer is hoping to turn around sluggish sales—in the first quarter of 2016, sales fell 6%—by selling its wares in Nordstrom stores, Bloomberg reports. A line of clothing will hit 16 Nordstrom locations on Sept. 12, and will be sold on the department store’s website.
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The brand is likely looking to capitalize on the success of its sister brand, Madewell, which is already sold in select Nordstroms. Nordstrom has other high-profile brand partnerships, including with Topshop.
Here’s another strategy: design clothes women actually want to wear.