Dive Brief:
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The SJP Collection — shoes created by actress Sarah Jessica Parker with the help of Manolo Blahnik’s CEO George Malkemus — brings to mind her character Carrie Bradshaw in the HBO series "Sex and the City."
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The moderately priced shoes ($195-$500) and handbags are available exclusively at Nordstrom and nordstrom.com from Feb. 28 to March 2.
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Creative branding company Neverstop, which grew out of the Seattle club scene years ago, worked with Nordstrom to develop the SJP pop-up.
Dive Insight:
Nordstrom is among the staid department stores and malls that have embraced the pop-up concept, and is enjoying great success with them. Pop-ups have garnered Nordstrom attention and excitement — something department stores these days don’t always attract. That Sarah Jessica Parker can still get this highly anticipated deal is an indication of just how iconic her HBO series character is and of how indelible her influence has been in alerting America to the joy and necessity of shoe brands like Manolo Blahnik and Jimmy Choo. Retail may be figuring out how to attract customers these days, but for Nordstrom’s SJP pop-up, it looks to be a shoe-in.
