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Nordstrom Grows Collections Site

Nordstrom is pumping up the Designer Collections area of its Web site.

SEATTLE — Nordstrom is pumping up the Designer Collections area of its Web site.

E-commerce is operating now — previously a phone call was required to order merchandise — and several collections have been added to the site, including 3.1 Phillip Lim, Burberry Prorsum, D&G, Habitual, Iisli, Just Cavalli, Milly, Tracy Reese, Tory Burch and Vince. More designer collections are expected to be added in February.

“E-commerce capability has been the number-one request from our online designer customers since the Designer Collections site launched in February,” said Jennifer Wheeler, vice president of women’s designer apparel at Nordstrom, who added sales have surpassed expectations since the initial introduction.

The Designer Collections Web site reflects the retailer’s strategy to provide online assortments that mirror what Nordstrom’s stores sell, as well as ongoing initiatives to bolster fashion offerings, particularly women’s designer clothes.

Customers can still order by phone and communicate with the team of Designer Collections specialists via live chat and e-mail. Nordstrom also operates nordstrom.com, which has been conducting e-commerce since 1999.

From the Nordstrom home page at nordstrom.com, customers can access the designer site by clicking on the “Designer Collections” tab in the top navigation bar. From there, customers are transported to a boulevard of designer shops including Armani Collezione, Blumarine, Burberry, Dolce & Gabbana, Donna Karan, Marc Jacobs, Michael Kors, Missoni, Ralph Lauren and Roberto Cavalli, which can be clicked on and shopped. At the end of the boulevard is a Nordstrom store where shoppers can click on icons for “via C,” which sells all the labels just added online, as well as handbags, accessories and shoes, making it easy for customers to shop by category. There is also a Collections icon, providing a second path to viewing the designer shops.

The Web site is designed by Ruben Toledo and incorporates illustrations, animation and fashion photography.