Macy's Targets Millennials with New Brands

Macy’s has announced the rollout or expansion of more than 20 brands as part of its Millennial initiative, designed to target consumers ages 13-30.

The initiative was first introduced last spring as a multi-phased strategy to attract and retain customers in the Millennial generation, now America’s largest and most diverse age demographic.

“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,” says Jeffrey Gennette, chief merchandising officer, Macy’s. “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.”

The strategy centers on two new departments, mstylelab (for customers ages 13 to 22) and Impulse (for customers ages 19 to 30). Using extensive research on the preferences of Millennial-generation customers, the retailer has added new brands and expanding existing lines.

New brands launching over the next year include:

Marilyn Monroe: From LF USA and Authentic Brands Group, this line draws inspiration from Marilyn’s timeless appeal and legendary style for a collection of sportswear, shoes and screen tees. (March 2013)

Keds: What started with the Champion sneaker in 1916 has now grown into a head-to-toe lifestyle brand. The new Keds apparel from LF USA will offer dresses, skirts, pants, tops, jackets, shorts and tees that stay true to the brand’s heritage. (Spring 2013)

MADE Fashion Week:  An initiative created by Milk, The Terminal Presents and Prodject this line will feature capsules that rotate regularly highlighting approximately 20 to 30 runway-inspired pieces. (March 2013)

DTA: DTA from Rogue Status features tees inspired by the headlines of the world's most outrageous events. The street wear brand is owned by Johan “Yo” Esbensen, professional skateboarder and TV personality Rob Dyrdek and Blink-182 drummer Travis Barker. (Launched this fall)

Truth or Dare: A new shoe collection created by Madonna under her MG Icon label. (Launched this fall)

Plan B: A collection of apparel from North American skateboard designer Plan B Skateboards. The line, produced by Billabong USA, includes tees, fleece and hats. (Launched this fall)

In addition to launching new brands, Macy’s is also expanding existing brands into new categories and at new locations nationwide, including RACHEL Rachel Roy; Else from Joe’s Jeans; Kensie; Material Girl from Iconix Brand Group and Macy’s Private Brands, designed by Madonna; American Rag from Macy’s Private Brands; Inglot Cosmetics; Smashbox Cosmetics; Kipling from VF Corporation; Steve Madden Handbags; and Stussy.

These launches and expansions add to the assortment of brands already carried for the Millennial customer at Macy’s nationwide including Guess, XOXO, Jessica Simpson, Sean John, Armani Jeans, BCBGeneration, Lucky Brand, MAC, Urban Decay, and Bare Escentuals.

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