apparel

Nordstrom taps Wildfang for gender fluid private label expansion

Nordstrom isn’t the first retailer to release gender fluid clothing, but the segment still has room to grow.
article cover

Courtesy of Nordstrom

· less than 3 min read

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.

For its next private label act, Nordstrom is making gendered clothing labels disappear.

Nordstrom joined forces with apparel brand Wildfang to sell a gender fluid version of Nordstrom’s teen private label, BP.

  • BP + Wildfang will include shirts, overalls, and blazers in sizes up to 4X, sold across 23 US and Canada stores and online.
  • Nordstrom store associates are receiving special training tied to the Wildfang rollout, covering topics like gender-nonconforming styling.

The goal? Acquiring Gen Z customers, who are known to experiment with different categories of clothing, Wildfang CEO Emma Mcilroy told WWD.

“Customers have told us they want to shop for what feels good and don’t want to feel bound by a certain section of the store or the site,” Nordstrom Brand PR Manager Meliz Andiroglu told Retail Brew. Nordstrom shoppers aren’t alone: On fashion platform Lyst, searches for “genderless fashion” rose 78% in Q1 2021.

Rising tide: Nordstrom is the latest retailer to join a growing group that’s exploring gender neutral merchandising. PacSun started selling unisex clothes last September, while Adidas opened a London concept store.

Looking ahead…Nordstrom and Wildfang only plan to collab on four drops for now, but the brands could extend the contract next year based on sales. Andiroglu confirmed to Retail Brew that additional gender fluid collections and store experiences are also in the pipeline. — HL

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.