NEW YORK--()--Macy’s today detailed the first phase of the retailer’s implementation of its Millennial initiative by announcing the rollout or expansion of more than 20 brands for its Macy’s mstylelab (primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30) departments. Announced in spring 2012 with an internal restructure to focus on this customer and a plan to be implemented in progressive stages, Macy’s Millennial strategy aims to position the retailer to attract and retain customers in the Millennial generation - now America’s largest and most diverse age demographic with spending estimated at $65 billion each year for the kinds of merchandise sold at Macy’s.
“Macy’s recognized there was a significant area of opportunity within the Millennial generation”
By the end of 2013, the brands launched or expanded at Macy's will have fully established a new and fresh shopping environment to hold the attention of a generation that is keenly interested in trends, style and value.
“We have identified Millennials as a priority customer for Macy’s, and we know that growing our relevance for this customer will start with product,” said Jeffrey Gennette, Macy’s chief merchandising officer. “Over this season and spring 2013, we will be introducing 13 new brands targeted to a cross-section of lifestyles, as well as growing those within our current portfolio that are already passion brands for this customer. This product investment and repositioning is the first phase of our Millennial strategy and will help strengthen Macy’s credentials and credibility with this customer by offering them newness, fashion and innovation across product categories and lifestyles.”
Macy’s is using its extensive research into the preferences of Millennial-generation customers to plan its assortments for men and women in this age group. These preferences are rooted in lifestyles that influence how Millennials express themselves, primarily along the spectrum of their interests in fashion and culture. The research will also be used internally by Macy’s to shape marketing, store environments and visual presentation in mstylelab and Impulse. The following launches and extensions will roll out over the next two seasons.
Marilyn Monroe – Apparel and Shoes (LF USA, Authentic Brands Group) – March 2013, mstylelab
Marilyn Monroe, the greatest icon of the 20th century, is being re-imagined for the 21st century at Macy’s. The new, fun, flirty, fashion-forward collection will launch exclusively in the mstylelab department at 150 Macy’s stores and online at macys.com. Created for the Millennial consumer, the line draws inspiration from Marilyn’s timeless appeal and legendary style. The collection features classic sportswear and screen tees, priced from $29 to $89. Today’s Hollywood starlets and trendsetters frequently channel Marilyn, exemplifying her sartorial impact. Next year, celebrate classic, figure-flattering silhouettes that hug women’s curves, while remaining fashionably affordable.
MADE Fashion Week (an initiative created by MILK, The Terminal Presents and PRODJECT) – March 2013, Impulse
Macy’s is partnering with MADE Fashion Week for a new in-store destination that will curate inspiration from the latest trends to create a series of revolving collections for Macy’s contemporary fashion Impulse department. With dedicated MADE shops in 150 Macy’s stores and on macys.com, exclusive new trend product will rotate onto the floor regularly and will be priced on average at $65. Each trend capsule will feature approximately 20 to 30 runway-inspired pieces, including dresses, wovens, knits, jackets, pants and skirts.
Keds® – (LF USA) – Spring 2013, mstylelab
An iconic American brand, Keds redefined footwear in 1916 with the introduction of the Champion sneaker. The simple and chic design ignited a style revolution, capturing the hearts of girls everywhere from fashion icons to the girl next door. Today, Keds is a head-to-toe fashion lifestyle brand fueled by a passion for imagination, inspiring a new generation of girls to stay authentic, optimistic and brave. Starting in spring 2013, Keds will offer fun clothing that stays true to the brand's happy heritage. Launching exclusively in 150 Macy's stores and on macys.com and priced from $28 to $89, customers can shop for dresses, skirts, pants, knits, wovens, tops, jackets, shorts and tees.
Blossom & Clover (Sanctuary Clothing) – February 2013, Impulse
Launching in 150 Macy’s stores and on macys.com, Blossom & Clover, an exclusive new brand by Sanctuary, will cater to the 20-something girl who is experimenting with her personal style. From sweet to tough and tomboy to romantic, Blossom & Clover offers knits, wovens, dresses, shorts, jackets and denim that fit a variety of lifestyles. Retailing from $38 to $88, this eclectic collection will allow for creativity and individuality while maintaining quality and affordability.
Truth or Dare (MG Icon) – Fall 2012, Impulse shoes
The new Truth or Dare shoe collection, created by the one-and-only Madonna, launched this season in 150 Macy’s stores nationwide and on macys.com. The Truth or Dare woman is often confident, sexy and modern, building her wardrobe around staple items, while dressing up her look with statement shoes. With the majority of the collection ranging between $79 and $170, the Truth or Dare shoe selection at Macy’s includes contemporary and edgy flats, stilettos and over-the-knee boots.
G-Star Raw (G-Star) – Spring 2012, mstylelab young men’s
For more than 20 years, G-Star has been a denim pioneer, originating the concept of “luxury denim for the streets” and popularizing raw, untreated denim. G-Star’s philosophy has always been “Just the Product.” This concentration on denim craftsmanship and innovation continues today with the adoption of architectural and 3D design into denim construction. G-Star Raw offers an all-day, every-occasion wardrobe that features fashionable cuts and luxurious materials. Available at select Macy’s stores, the majority of the collection is priced between $35 and $200, and offers a full range of denim, tees, outerwear, knits, pants and shorts, making it the ultimate lifestyle brand.
Ambiguous (Life Distribution) – Fall 2012, mstylelab young men’s
Available in more than 25 stores this fall, Ambiguous combines the influences of its creator’s skateboarding roots and inspiration from music, art, and fashion, priced between $22 and $90. Ambiguous clothing strives to maintain authenticity and a high level of execution, while keeping the company small and focused.
Ezekiel Clothing (3 Point Distribution) – Fall 2012, mstylelab young men’s
Ezekiel Clothing is a true lifestyle apparel brand that launched this season in more than 20 Macy’s stores. Offering tees, knits, fleece and jackets, the Ezekiel lifestyle has been created organically through a growing community of surfers, skaters, photographers, artists, musicians, friends and designers. Priced from $23 to $160, Ezekiel creates supreme quality and timeless products that speak to its community, which lives by the motto “All we have is now.”
COMUNE (Sekes Distribution) – Fall 2012, mstylelab young men’s
Launched in select Macy’s stores this season, COMUNE is a quality clothing brand created by people who embrace the rawness and imperfections of everyday life and use it to creatively push boundaries in fashion through art, music, skate and snow. Priced between $26 and $225, the brand’s tees, knits, wovens, outerwear and pants are designed to reflect a lifestyle of carefree idealism that supports the people who choose to live it.
DTA (Rogue Status) – Fall 2012, mstylelab young men’s
Launched this season in more than 50 Macy’s stores, DTA appeals to the young men’s Millennial customer with tees inspired by the headlines of the world's most outrageous events. The brand, owned by Johan “Yo” Esbensen; Rob Dyrdek, professional skateboarder and television personality; and Travis Barker, music producer and drummer for Blink-182, showcases street wear depicting the fierce nature of modern times, priced from $24 to $28.
Fatal Clothing (Fatal Clothing) – Spring 2013, mstylelab young men’s
Fatal Clothing launched in 2008, specializing in tattoo influenced art. Since that time, the brand has crossed boundaries, becoming a highly desirable clothing line embraced by young consumers nationwide. Building their reputation on providing unique artwork, quality and service, their tees are priced between $24 and $28 and will launch in 25 Macy’s stores next spring.
Plan B (Billabong USA) – Fall 2012, mstylelab young men’s
Plan B Skateboards is known for its premium line of skateboards and apparel made in North America. This season, Macy’s launched the brand, well-known throughout the global skateboard community, in 15 Macy’s stores with an assortment of tees, fleece and hats, priced between $20 and $120.
Argyleculture (HMX Group) – Fall 2012, Impulse men’s
Currently available in 100 Macy's stores and on macys.com, Argyleculture combines an urban aesthetic with the classic, Ivy League heritage of American design and style. The newly re-launched menswear collection commemorates the class, stature and respect achieved by the “urban graduate” who has arrived in the world, offering quality products with a timeless, tailored aesthetic. Priced from $65 to $225, Argyleculture consists of knits, wovens, shorts, pants, denim, sweaters and tees.
RACHEL Rachel Roy (Jones Group) – Fall 2012, Impulse shoes and handbags
A favorite of the confident and fashionable Millennial customer and available exclusively at select Macy’s stores and on macys.com, RACHEL Rachel Roy embodies uptown glamour with downtown edge in contemporary sportswear, footwear and accessories. Beginning this fall, RACHEL Rachel Roy apparel caters to every want in the customer’s day, from casual to party elements. Priced from $58 to $118, the handbag collection expands to more than 40 new stores, and its shoe collection, priced from $69 to $179, adds 50 new stores this season. RACHEL Rachel Roy accessories capture a fresh and youthful look that reflects today's culture by mixing elements of downtown cool with uptown chic.
else (Joe’s Jeans) – Fall 2012, Impulse
With items ranging from $68 to $88, else was created to reach young women looking for a premium denim-like product at a more affordable price. Available exclusively in Macy’s Impulse department and on macys.com, the line expands to approximately 170 stores (totaling more than 300 Macy’s stores) in fall 2012, offering four staple denim fits: skinny, boot cut, cropped and boyfriend, in a variety of fashion colors from vintage blue to mint green.
kensie – Apparel and Shoes (kensie) – Fall 2012, Impulse
Inspired by a modern girl trying to make her way through life, kensie offers sportswear and outerwear priced between $35 and $168. The kensie girl loves style that seems thrown together while still looking great, and each collection plays with the contrast of mixing pretty with edgy. This fall, kensie apparel will be rolled out to more than 200 additional Macy’s stores nationwide (totaling nearly 300 stores) and on macys.com. In addition to apparel, kensie launched shoes this season. With the same carefree design as the collection and retailing from $69 to $199, kensie shoes are sold in 50 Macy’s stores and on macys.com.
DV by Dolce Vita (Dolce Vita) – Fall 2012, Impulse shoes
Expanding select styles to an additional 435 Macy’s stores this fall (totaling nearly 500 stores), Dolce Vita's nonchalant attitude toward fashion resulted in a footwear line that is effortlessly stylish, yet delightfully flirty. Exuding a cool attitude at an affordable price of $59 to $215, DV by Dolce Vita offers a variety of styles to fashion-savvy customers at Macy’s and macys.com. From playful patterns to bright pops of color, DV by Dolce Vita has something for everyone in easy-to-wear flats, sky-high wedges or trend-right pumps.
Material Girl (Iconix Brand Group, Inc., Macy’s Private Brands) – Fall 2012 and Spring 2013, mstylelab
Material Girl is expanding to provide an extensive assortment of exclusive new product to fans of the brand nationwide. This season, the brand will expand to more than 500 stores. In spring 2013, apparel will expand to 600 stores by adding or intensifying denim, knits and wovens categories. Also in spring, Material Girl will launch fashion jewelry, handbags and accessories in the mstylelab department of 415 stores, priced from $7 to $28. The Material Girl collection is inspired by Madonna and her daughter, Lola. The Material Girl collection, priced between $12 and $89, is exclusive to Macy's stores and macys.com in the United States, and currently consists of apparel, beauty, footwear and intimates.
American Rag – Accessories (Macy’s Private Brands) – Fall 2012 & Spring 2013, mstylelab
Adding to its already extensive assortment of apparel for young men and women, American Rag now offers handbags, small leather goods, cold weather and fashion accessories. With an attitude that is fresh, approachable and unique in spirit, American Rag appeals to those who want a look that's original, authentic and relaxed. Moving from a main floor location to the mstylelab department, American Rag accessories are priced for affordability from $10 to $30. For spring 2013, American Rag will launch fashion jewelry priced from $8 to $20 for Millennials who want to show off their individuality in a fresh way without breaking the bank. American Rag accessories will be available at more than 300 Macy's stores and on macys.com.
Inglot Cosmetics (Inglot Cosmetics) – Spring 2013, Impulse beauty
Inglot Cosmetics strives to provide high-quality products at affordable prices, ranging from $6 to $50. By spring 2013, Inglot will expand its line to more than 30 Macy’s stores. Using only the best ingredients and raw materials, Inglot Cosmetics works with make-up artists and color consultants to offer the latest trends in color, texture and form. Its unique Freedom System allows customers to experiment with countless shades and color combinations of different face products, giving them the opportunity to create their own customized color palette. Inglot’s full assortment includes product for face, body, nails and eyes, plus accessories and brushes.
Smashbox Cosmetics (Smashbox Cosmetics) – Fall 2012 and Spring 2013, Impulse beauty
Expanding to 70 additional Macy’s stores by spring 2013 (35 in fall and 35 in spring to total more than 120 stores), Smashbox Cosmetics strives to make the exclusive inclusive while infusing the independent spirit of Smashbox Studios into the lives of women. Life is your set and every moment is a photo opportunity. Smashbox Cosmetics puts the behind-the-scenes know-how of camera-ready beauty into the hands of consumers worldwide. Smashbox Cosmetics are affordably priced from $16 to $59.
Kipling (VF Corporation) – Spring 2013, mstylelab
Available exclusively at select Macy’s stores and on macys.com, Kipling provides high-quality backpacks, handbags and accessories suited for the adventures of everyday life. Expanding to more than 30 additional stores (totaling nearly 485 stores) in spring 2013, Kipling will offer a range of carryalls that are effortlessly stylish, colorful and fun. Priced between $29 and $128, Kipling bags are practical and durable enough for even the most active individual.
Steve Madden Handbags (Steven Madden, Ltd.) – Spring 2013, Impulse handbags
Steve Madden handbags are expanding to an additional 90 Macy’s stores (totaling more than 365 stores), in addition to macys.com. Priced between $48 and $108, Steve Madden handbags are fashionable yet funky, offering the opportunity to broadcast each individual’s unique, personal style. With everything from studded and embellished totes and satchels to fringe cross bodies, Steve Madden makes toting around handbags fun and playful.
Stussy (Stussy) – Fall 2012, mstylelab young men’s
An apparel company that has stayed on the cutting edge of urban street fashion for more than 30 years, Stussy will be available in more than 30 Macy’s stores nationwide beginning this fall. Priced between $22 and $200, the line will offer tanks, tees, knits, fleece and outerwear for the customer influenced by surfing, skate wear, hip hop, Reggae, Army-Navy surplus and classic preppy wear.
“Macy’s recognized there was a significant area of opportunity within the Millennial generation,” said Molly Langenstein, Macy’s executive vice president / group merchandise manager for Millennial. “In an effort to fill that white space, we used the results of extensive research to better understand the preferences of these customers, go out into the market and plan our assortments.”
These launches and expansions add an additional layer of excitement to the robust assortment of brands already carried for the Millennial customer at Macy’s nationwide, including Bar III, Denim & Supply, American Rag, Guess, XOXO, Jessica Simpson, Sean John, Armani Jeans, BCBGeneration, Lucky Brand, MAC, Urban Decay, Benefit and Bare Escentuals.
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.