Macy's 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.
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.
BRAND LAUNCHES
- Marilyn Monroe – Apparel and Shoes (LF USA, Authentic Brands Group) – March 2013, mstylelab
- MADE Fashion Week (an initiative created by MILK, The Terminal Presents and PRODJECT) – March 2013, Impulse
- Keds – (LF USA) – Spring 2013, mstylelab
- Blossom & Clover (Sanctuary Clothing) – February 2013, Impulse
- Truth or Dare (MG Icon) – Fall 2012, Impulse shoes
- G-Star Raw (G-Star) – Spring 2012, mstylelab young men's
- Ambiguous (Life Distribution) – Fall 2012, mstylelab young men's
- Ezekiel Clothing (3 Point Distribution) – Fall 2012, mstylelab young men's
- COMUNE (Sekes Distribution) – Fall 2012, mstylelab young men's
- DTA (Rogue Status) – Fall 2012, mstylelab young men's
- Fatal Clothing (Fatal Clothing) – Spring 2013, mstylelab young men's
- Plan B (Billabong USA) – Fall 2012, mstylelab young men's
- Argyleculture (HMX Group) – Fall 2012, Impulse men's
BRAND EXPANSIONS
- RACHEL Rachel Roy (Jones Group) – Fall 2012, Impulse shoes and handbags
- else (Joe's Jeans) – Fall 2012, Impulse
- kensie – Apparel and Shoes (kensie) – Fall 2012, Impulse
- DV by Dolce Vita (Dolce Vita) – Fall 2012, Impulse shoes
- Material Girl (Iconix Brand Group, Inc., Macy's Private Brands) – Fall 2012 and Spring 2013, mstylelab
- American Rag – Accessories (Macy's Private Brands) – Fall 2012 & Spring 2013, mstylelab
- Inglot Cosmetics (Inglot Cosmetics) – Spring 2013, Impulse beauty
- Smashbox Cosmetics (Smashbox Cosmetics) – Fall 2012 and Spring 2013, Impulse beauty
- Kipling (VF Corporation) – Spring 2013, mstylelab
- Steve Madden Handbags (Steven Madden, Ltd.) – Spring 2013, Impulse handbags
- Stussy (Stussy) – Fall 2012, mstylelab young men's
"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. delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam.
