Macy's Focuses on Growth in Active Wear
Macy's announced an effort to grow its market share in active wear and to strengthen its appeal to the Millennial customer with an expansion of its athletic apparel assortment, which will include Nike, The North Face, Under Armour, Calvin Klein Performance and Ideology, to more stores this fall and the addition of Helly Hansen in select locations. This aggressive expansion of active follows the retailer's announcement of its relationship with Finish Line last fall, as well as with team sport experts, LIDS, announced last month. In a continuation of the retailer's Millennial strategy to attract a new generation of customers looking for trend, style and value, Macy's will begin rolling out new product for men, women and kids to stores and on macys.com this month.
"As we continue challenging ourselves to better serve the evolving needs of Macy's current and future customers, it became clear that active apparel presented an opportunity for growth," said Jeff Gennette, Macy's chief merchandising officer. "Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors - from the yoga studio to the weight room, to hiking and rock climbing."
This roll out will create a more prominent active footprint within Macy's brick-and-mortar and online stores, further establishing Macy's as the shopping destination for active apparel. To enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access the brands from any store. This new technology adds another layer to Macy's Omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels.
Nike (Available in approximately 650 stores across men's, boys and girls; and in approximately 240 stores in women's and infants) - Founded in 1972 by Bill Bowerman and Phil Knight, Nike is a premier, international athletic brand, offering trend-right, high performance active wear for running and training. Priced from $25 to $350, the brand covers the true hardcore athlete as well as the street active consumer.
The North Face (Available in approximately 130 Macy's stores across men's, women's, boys, girls and infants) - is a global brand which offers the most technically-advanced products in the outdoor market for climbers, mountaineers, skiers, snowboarders, endurance runners and the active consumer. As part of its mission to start a global movement of Outdoor Exploration, The North Face introduced the Explore Fund (www.explorefund.org) in 2010 and the program has since provided more than $1 million in grants globally to organizations committed to inspiring the next generation of outdoor explorers and conservationists. The North Face activewear, fleece, rainwear, down and tri-climate jackets available at Macy's retail from $45 to $470.
Under Armour (Approximately 70 stores in men's and 50 in women's and boys) - Founded in 1996 by former college football star Kevin Plank, Under Armour offers high performance styles along with casual apparel. The brand's moisture-wicking fabrications are engineered in a variety of different designs and styles for wear in nearly every climate to provide a performance alternative to traditional products. Under Armour products sell for $23 to $75 and are worn by athletes at all levels, from youth to professional, on playing fields around the globe.
CK Performance (Approximately 385 stores - women's only) - Exercise clothing by Calvin Klein Performance makes working out fun and fashionable. Calvin Klein utilizes the latest in fashion technology to create athletic wear that is cool and comfortable. Moisture-wick fabrics help wick away perspiration from the skin keeping the body comfortable during even the most strenuous workouts, and form-fitting designs and classic silhouettes mean a workout that looks good and feels good. Products are priced from $25 to $99, offering cross-functional clothing at an affordable price.