Macy’s Inc., which is taking another step towards a generally challenging side of its business, has introduced a modern private label called “And Now This.”
“And now this” contains elevated things for modern shoppers who want to embrace trends and confidently express themselves through fashion, “Durand Guion, vice president of Macy’s fashion office, said in a statement Monday.
The collection seems to be aimed at a younger and more fashionable set with its range of men’s and women’s styles described by officials as “effortlessly portable elevated basic and sophisticated pieces at affordable prices.”
Among the women’s items: ribbed “bodycon” dresses at a price of $ 44; cut-out sweaters, $ 39 and skinny legs with skinny legs, $ 44, as well as bodysuits, outerwear and leisure in sizes XS to XXL.
Among men’s items: half zippered sweatshirts, $ 35 and brushed twill shorts, $ 39.50, as well as basic T-shirts, henley tops, button-down shirts, jogger sets, outerwear and denim in sizes S to XXL.
In general, women’s ready to use has not been a bright spot at Macy’s. It has been criticized as predictable, far too dependent on widely distributed labels and lacking distinction. But over the last year or so, there have been a number of initiatives to add relevance, exclusivity and a more youthful appeal to the presentation.
Last May, Macy’s CEO and CEO Jeff Gennette told Headline 4 Ever that the company has become “hyperfocused” on products and platforms that are attractive to consumers under the age of 40, and he cited contemporary fashion along with toys, health and fitness as part of the agenda . When asked what percentage of Macy’s customer base is under 40, Gennette replied: “When you look at the total amount, it is not as high as we would like. We have a strategic playbook on how we can get it higher. ”
Online, Macy’s recently created a modern place for men and women and enhanced beauty presentation by adding channels for social media and virtual testing. “The next big deal is live video,” also known as live streaming, Gennette said. “We want to make live video events as fun and social as in-store experiences.”
Throughout the first half of this year, Macy’s has excelled in fragrances, jewelry, watches, luxury items, boots and ankle boots, handbags and home categories, and there have been improvements in special occasion categories as customers begin to travel and return to a pre-pandemic lifestyle. However, increasing cases of the COVID-19 Delta variant reported over the last week or so threaten to disrupt some of the positive trends in shopper traffic and sales at Macy’s and many other retailers.
In other efforts to differentiate the fashion offering, Macy teamed up with Nina Parker, TV host and content creator and Reunited Clothing, in a plus-size collection designed exclusively for the department store. Macy’s has also focused on offering several seasonal collections in limited edition black commercials, including pieces by Zerina Akers, Misa Hylton, Aminah Abdul Jillil, Allen Onyia and Ouigi Theodore. And in October, Macy’s announced a partnership with the Culpo sisters for an RTW collection for “The Daily Girl on the Go,” called Culpos X INC International Concepts, also in partnership with Reunited Clothing. INC International Concepts is a Macy’s private label.
To promote “And Now This” in New York City, Macy’s sends a food truck with frozen treats and the collection, which starts at Herald Square at 12 Saturday and continues to Washington Square Park and Madison Square Park throughout the day.
Sunday in Chicago, models carrying the collection will be in Macy’s State Street windows from 6 p.m. 14 to kl. 16 CST, and on July 31 in Fort Lauderdale, Fla., There will be a fashion car on the Art Walk showing the line.