J. Crew announced on Monday that it will sell women’s clothes at Nordstrom stores and online. The partnership could help the struggling retailer improve its digital competence, in addition to taking advantage of Nordstrom’s reach with millennials.

As fashion brands like Coach and Michael Kors move away from department stores in a bid to restore their cachet, J. Crew is looking to the sector for opportunity. Nordstrom is the top brand in L2’s Digital IQ Index®: Department Stores, scoring high marks for its robust mobile app and Instagram engagement. Meanwhile, J. Crew ranks 18th in L2’s Digital IQ Index: Specialty Retail – and that represents an improvement from 2015, when the retailer’s outdated site caused its ranking to plunge from Gifted to Average.

Posts on FacebookThe partnership can also help J. Crew reach young female consumers, an area where Nordstrom excels. Brands catering to that demographic are some of the retailer’s fastest-growing vendors: Topshop and Ivy Park for clothing, Charlotte Tilbury for beauty products. Nordstrom also generates far more engagement on Facebook than any other Department Store brand, illustrating its impressive reach among young, digital-savvy consumers. Partnering with the chain could help J. Crew become more relevant to that demographic.

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