Macy's Continues Millennials Strategy
Macy's announced a continuation of the retailer's Millennial strategy to attract a new generation of customers looking for trend, style and value. As part of its ongoing initiative originally announced in spring of 2012, Macy's introduced or expanded more than 20 brands for spring 2013 and will enhance its assortment with two exclusive new brands, Maison Jules and QMack, each launching in approximately 150 stores this August. Macy's Millennial brands are positioned within the retailer's Mstylelab (primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30) departments offering a diverse product assortment curated to appeal to a wide cross-section of lifestyles.
"Throughout 2013, Macy's has continued to invest in exclusive brands to engage Millennial shoppers who are looking for diverse, current and trend-forward fashion," said Molly Langenstein, Macy's EVP/GMM, millennial and new business development. "With the introduction of two new Impulse brands this fall, Maison Jules and QMack, we are continuing to deliver on our promise of newness and excitement. Both collections are unique, contemporary and affordable, and further elevate Macy's position as the Millennial shopping destination."
Inspired by Parisian street style, Maison Jules is a curated collection of classic pieces with a modern twist designed to cultivate an inherently personal approach to style. Effortlessly chic, the Maison Jules girl is a globetrotter who is always exploring, shopping, dining and browsing. Customers can expect unique patterns and modern prints that complement a rich color palette of burgundy, yellow, navy and peach. Standout styles include button-down tops with bicycle prints, animal-printed dresses, floral skirts, and striped cardigans, priced from $17.50 to $59. Macy's enlisted photographer and blogger Garance Doré to shoot the campaign and Parisian "It Girl" and blogger, Jeanne Damas, to model the collection.
The QMack collection is a wardrobing system that focuses on key items and classic shapes with a girly twist meant to be "mixed and macked" to create the ultimate, effortless uniform. Inspired by all-American street style, QMack also incorporates a European flair by way of Parisian and London influences that inform go-to blazers, gathered minis, prep school skater skirts, roll-sleeve blouses as well as easy dresses and cardigans. The collection is available exclusively at Macy's and online at macys.com/impulse and ranges in price from $29 to $299.
A variety of brands launched in Macy's Mstylelab and Impulse departments in spring 2013, offering a fresh shopping environment suited to the needs of those customers looking for trends, style and value. This fall, customers can expect continued newness including:
Marilyn Monroe - The fun, flirty, fashion-forward collection launched exclusively in the Mstylelab department at 150 Macy's stores and online at macys.com/mstylelab in March 2013. Drawing inspiration from Marilyn's timeless appeal and legendary style, the collection includes classic sportswear, screen tees and figure-flattering silhouettes priced from $29 to $89. Core items, including basic dresses, jean jackets, cardigans and denim vests, will be introduced into the assortment in early fall, with loungewear pants and hoodies arriving in November. Customers should be on the lookout for new fabrications and silhouettes in screen tees every month.
MADE Fashion Week - In March 2013, Macy's partnered with MADE Fashion Week to launch a curated collection that combines fashion, music, art and pop culture, reflecting the unique street style of today's tastemakers. This fall, fashionistas can expect tuxedo blazers and striped pants, faux-leather lace miniskirts and sweaters, graphic print tops, midi-skirts and mixed-media peplum tops. This season's pieces combine both masculine and feminine detailing in rich blues and burgundy, soft pastel pinks and ivories, as well as moodier blacks and greys. Priced on average from $29 to $139, MADE Fashion Week for Impulse is available exclusively in 150 Macy's stores and on macys.com/impulse.
Keds - Iconic American brand Keds, launched its first apparel collection for teen girls exclusively at 150 Macy's stores and on macys.com/mstylelab in April 2013. Now, customers can shop Keds from head-to-toe for clothing and footwear featuring the contrasting colors and fun prints for which the brand is known. Kick off the new school year in style with an all-new collection of sportswear separates and classically tailored staples including dresses, skirts, tops, jackets, and tees designed to inspire a new generation of girls to stay authentic, optimistic and brave.
Teen Vogue - Curated by the editors at "Teen Vogue," the collection is aimed at the most discerning teenage fashionistas. This fall shoppers can still expect to see the brand's signature, quirky-chic accents, and trend-forward silhouettes. New for the season will be rich jewel-tone color options, graphic black and white pieces and new feminine patterns. Activewear will take on a larger role for the early back-to-school crowd including a variety of fun sweatpants and crewneck sweatshirts that are all mix-and-match. Teen Vogue is available in approximately 150 Macy's stores and on macys.com/mstylelab.