Macy’s Kicks Off Back to School Season

In Marketing, What's New, Industry News by Accessories StaffLeave a Comment

Kelly Osbourne is the "face" of Material Girl in Macy's fall ad campaign.

New York–Macy’s is hoping more classifications among its exclusive its brands will garner it a greater share of this year’s back to school business.

Brands among the “fashionable and affordable” back to school line-up include Material Girl, Charmed by Maidenform, Jessica Simpson junior sportswear as well as Tommy Girl.

The Material Girl brand, inspired by Madonna and her daughter Lourdes, currently consists of apparel, swim, footwear, handbags and jewelry, and is expanding into new product categories, including  beauty in 375 doors. Also making an appearance for the fall season are denim, bedding and intimates, which will be sold in around 125 Macy’s stores.

‘Fashionable and Affordable’

Launched this June, Charmed by Maidenform is available in 460 Macy’s stores nationwide, and offers comfort and “Fashionable” designs for girls aged 16 to 24.

Expanding on her current clothing collection, Jessica Simpson will be offering junior sportswear pieces such as tops, blazers, knitwear and trousers in about 150 Macy’s stores.

While the Tommy Girl collection, which targets girls aged 12 to 18, features preppy Hilfiger pieces such as Oxford shirts and polos. Tommy Girl will be sold exclusively in 150 Macy’s stores nationwide beginning this month with retails ranging from $32 for T-shirts to $129 for outerwear.

“With great fashion, reliable value and exciting events–Macy’s is once again a popular one-stop destination for kids and teens getting ready for back-to-school,” said Martine Reardon, Macy’s executive vice president of marketing.

“We continue to introduce new brands to keep our assortment fresh and to develop compelling store events and cause programs that will get everyone excited about heading back into the classroom.”‘

Macy’s also plans to unveil this fall its capsule collaboration with designer Karl Lagerfeld in more than 200 stores nationwide, expanding beyond the aspirational collection beyond major markets such as New York and Chicago.