Macy's Continues Focus on Millennials in Fall 2013
Macy's Continues Focus on Millennials in Fall 2013
Exclusive new brands Maison Jules and QMack join popular Millennial collections launched in spring 2013, including Marilyn Monroe, MADE Fashion Week, Keds and Teen Vogue
NEW YORK--(BUSINESS WIRE)-- Macy's (NYS: M) today 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.
Shop QMack, available exclusively at Macy's, beginning this August; Camo Print Utility Jacket $149, Dark Oatmeal V-neck Quincey Pull-over $59, Copper Sequin Mini Skirt $119. (Photo: Business Wire)
"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.
Additionally, over the past year Macy's introduced or expanded more than 20 brands focused on the Millennial customer, including: Truth or Dare, G-Star Raw, Ambiguous, Ezekiel Clothing, COMUNE, DTA, Fatal Clothing, Plan B, Argyleculture, RACHEL Rachel Roy, else, kensie, DV by Dolce Vita, Material Girl, American Rag, Inglot cosmetics, Smashbox cosmetics, Kipling, Steve Madden handbags and Stussy. These launches and expansions added 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.
Beyond merchandise, Macy's also offers experiential activations and partnerships geared toward the Millennial shopper:
For the returning college student, macys.com/collegelifestyle offers decorating inspiration, shopping tips and a printable checklist to help students create the rooms they've always wanted. Plus, at select Macy's nationwide, "Cosmopolitan," "Glamour," "InStyle" and "Vogue" magazines will host shopping events for students looking for inspiration in preparation for the first day of college. Once there, Macy's brand ambassadors at more than 100 schools nationwide will spread the word about great savings; and a contest printed on pizza boxes, coffee sleeves and door hangers will alert students to text the unique code provided to 62297 from Aug. 1 through Oct. 31 for a chance to win up to $25,000 in "Macy's Tuition Assistance Sweepstakes." Standard text messaging rates apply. For official rules, visit macys.com/campus.
Saturday, Aug. 10 has been designated Teen Vogue Back-to-School Saturday, a one-day shopping extravaganza for the best deals on everything for back to school. At select Macy's locations nationwide, shoppers can enjoy a showcase of the hottest fashions for fall, sweet treats and lively music while shopping their favorite brands.
For Millennials who follow the music scene, The Summer Set was named Macy's iHeartRadio Rising Stars for 2013 and at this year's iHeartRadio Music Festival in Las Vegas, the band will play alongside some of the biggest talent performing today. Macy's exclusive brand, American Rag, is hitting the road with 2012's iHeartRadio Rising Star winners Megan & Liz on a 26-city, cross-country concert tour, along with an acoustic session for fans at five Macy's stores. While on tour, the girls will be wardrobed in American Rag, available exclusively at Macy's. "American Rag On Tour Presents Megan & Liz" will be the first headlining tour for the pop music sensations who recently debuted their brand new single "Release You." For a full list of tour dates, visit meganandliz.com.
For more information about Macy's Millennial brands, please visit macys.com/pressroom. Beginning this August, customers can shop Maison Jules and QMack available exclusively at Macy's and online at macys.com/impulse.
Macy's, the largest retail brand of Macy's, Inc. (NYS: M) , delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers, employees and Macy's Foundation, Macy's helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.
For Macy's media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
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