A Former Employee's Disappointment: Nordstrom's Loss of Magic
Having lived in Portland, Oregon, my entire life. Growing up my Mom and I would only shop at Nordstrom, Meier & Frank, Bergman's and Lipman's.
When I was little, and also later, in high school and college, I remember how elegance of Nordstrom. Later, I worked at the Washington Square Nordstrom in Sales from 1996 to 2002. I rarely visit the store anymore. However, a recent visit to pick up items outside the main entrance left me dismayed, prompting the question: "What happened to this place?"
The Sensory Assault
The atmosphere was overwhelmingly loud and disruptive. The music was turned WAY up, featuring a thumping, loud bass that made me feel as if I had mistakenly entered a store catering to teenagers, like Abercrombie & Fitch or H&M. The traditionally beautiful and magical holiday decorations and ambiance, which were a hallmark of the day after Thanksgiving, were completely absent. Instead of relaxing holiday music or the beautiful piano playing the store was known for, I was met with noise and crowds, exacerbated by excessive "Black Friday Deals!!!" signage everywhere.
Erosion of Professionalism and Style
The changes in employee appearance and merchandising are stark. I recall Nordstrom once demanding a high level of formality and adherence to a strict dress code. Men wore nice suits, dress shirts, and ties, while women maintained a sophisticated, expensive look, avoiding sleeveless tops or tennis shoes. The employees oozed class.
Now, the staff--seemingly just teenagers and college kids--dress unprofessionally. The young man working in the men's shoe department, for example, was dressed in baggy jeans, a white t-shirt, and an open flannel shirt. This utter lack of a dress code and professional presentation indicates they have no understanding of how to provide the traditional Nordstrom experience that many Northwest customers expect. Furthermore, the store's merchandising is messy; departments lack clear delineation, looking overstuffed and cluttered. The children's clothing section is now awkwardly crammed onto the first floor where Individualist used to be, with racks appearing to carry only very small sizes and styles appealing only to high schoolers and recent college graduates. The bizarre addition of items like candles and blankets to the shoe department only adds to the confusing clutter.
A Department Store on the Decline
Nordstrom has clearly gone down the wrong path, losing all the distinct magic that once set it apart. Employees are getting away with a lack of enthusiasm and unwillingness to smile or genuinely help customers. The high level of service and sophisticated atmosphere that defined the brand is gone. If the family does not carefully steer the stores back, I believe they will soon be indistinguishable from lower-tier department stores like Macy's and Penney's. I genuinely detest what has been done to the stores and cannot envision myself shopping there again. Pete, what are you doing? read more