Macy’s Introduces Phase 1 Pursuit of Millennials

In Marketing, What's New, Industry News by Accessories Staff

mstylelab’s fashion brands target 13 to 22 year olds

New York—Macy’s offered further evidence Thursday that it is well on its way to accomplishing its three-year plan to make its stores the “store of choice for Millennials” (consumers age 13 to 30).

As part of its Millennial initiative, the store plans to rollout or expand 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. (See below for a list of women’s brands).

“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.”

Announced in spring 2012 with an internal restructure to focus on this customer and a plan to rolled out in stages, Macy’s Millennial strategy aims to position the department store 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.

The new brands includes an exclusive line of Marilyn Monroe apparel and footwear, Truth or Dare shoes designed by Madonna, American Rag accessories, Kipling bags and expanded offerings in Steve Madden handbags.

Those launches and expansions add an additional layer to Macy’s other brands aimed at the Millennial, 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.

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, Gennette said.

“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.”

According to the Boston Consulting Group, Millennial women are drawn to fashion, spending a third more than female consumers 35 to 74. Millennial males spend twice what other men spend on clothing.

The following launches and extensions for teens and young women will roll out over the next two seasons.

Brand Launches

Marilyn Monroe–Apparel and shoes from LF USA, Authentic Brands Group, scheduled to hit stores in March 2013 for the mstylelab department at 150 Macy’s stores and online. Described as a collection of classic sportswear and screen tees, retails $29 to $89, inspired by Monroe and in “figure-flattering silhouettes that hug women’s curves.”

MADE Fashion Week, an initiative created by MILK, The Terminal Presents and PRODJECT set for release in March 2013, in the Impulse contemporary fashion departments. MADE Fashion Week and Macy’s are collaborating on a series of revolving collections for 150 Macy’s stores and online. Retails average $65 and each trend capsule will feature 20 to 30 runway inspired pieces.

Keds from LF USA will premiere a head-to-toe fashion lifestyle in mstylelab departments in 150 Macy’s stores and online for Spring 2013. The simple and chic designs will be priced from $28 to $89, including dresses, skirts, pants, knits, wovens, tops, jackets, shorts and T-shirts.

Blossom & Clover from Sanctuary Clothing is aimed at the 20-something girl who is experimenting with her styles. Ranging from sweet to tough to tomboy to romantic, Blossom & Clover, retails $38 to $88, will launch in Impulse departments in 150 Macy’s stores and online in February 2013.

Truth or Dare by MG Icon marks the launch of Madonna’s footwear collection, beginning this fall in Impulse shoes at 150 Macy’s stores and online. 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.

RACHEL Rachel Roy from Jones Group. Available exclusively at select Macy’s stores and on, 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.

else by Joe’s Jeans debuts this fall at Macy’s Impulse department and online adding 170 stores for a total of 300 offering four staple denim fits: skinny, boot cut, cropped and boyfriend, in a variety of fashion colors from vintage blue to mint green. Retails $68 to $88.

kensie apparel and shoes for the kensie girl who 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 (total nearly 300 stores) and online. In addition to apparel, kensie launched shoes, retails $69 to $199, in 50 Macy’s stores and online.

DV by Dolce Vita by Dolce Vita expands to an additional 435 Macy’s stores (total 500 doors) Exuding a cool attitude at an affordable price of $59 to $215, DV by Dolce Vita offers a variety of styles from playful patterns to bright pops of color with something for everyone in easy-to-wear flats, sky-high wedges or trend-right pumps.

Material Girl from Iconix Brand Group, Inc., Macy’s Private Brands is expanding with new product. This fall, 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, retails $12 and $89, is exclusive to Macy’s stores and in the United States, and currently consists of apparel, beauty, footwear and intimates.

American Rag Accessories from Macy’s Private Brands is expanding assortments for men and women. Adding to its already extensive assortment of apparel, American Rag now offers handbags, small leather goods, cold weather and fashion accessories. Moving from a main floor location to the mstylelab department, American Rag accessories are affordably priced at $10 to $30. For spring 2013, American Rag will launch fashion jewelry priced from $8 to $20. American Rag accessories will be available at more than 300 Macy’s stores and on

Kipling from VF Corporation will be available exclusively at select Macy’s and online including backpacks, handbags and accessories suited for the adventures of everyday life. Expanding to more than 30 additional stores (total nearly 485 stores) in spring 2013.

Steve Madden Handbags from Steven Madden, Ltd. are expanding to an additional 90 Macy’s stores (total more than 365 stores), as well as online next spring. Priced between $48 and $108, Steve Madden handbags are fashionable yet funky, offering the opportunity to broadcast each individual’s unique, personal style.



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