In the winter of 2025, seniors from the Retail Studies Minor at Santa Clara University, under the guidance of Amelia Davis, Director of Merchandising at Nordstrom, Cole Patterson, the founder of Swytchback, and Kirthi Kalyanam, L.J. Skaggs Professor, conducted a large-scale survey that quantifies and documents why Nordstrom has a right to win the 18-33 year old shopper.

The following pictures show the SCU teams presenting to Amelia and receiving her reactions and feedback. What a wonderful opportunity for a senior in college to work with and gain insights from a seasoned retail executive. At the Retail Management Institute, we believe these types of experiences turbocharge our students' knowledge base, skill set, and confidence.

Thank you, Amelia and Cole, for your incredible cooperation and multi-quarter effort in making this project a reality. We are all so grateful for your contributions.