Macy's announces ambitious brand expansion plans

Macy's has announced the first phase of its implementation

of millennial initiative by rolling out 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. Macy's millennial strategy aims to position the retailer to attract and retain customers in the millennial generation - now America's largest and most diverse age demographic with spending estimated at 65 billion dollars each year for the kinds of merchandise sold at Macy's.

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. “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,” Jeffrey Gennette, Macy's chief merchandising officer.

Macy's is using its extensive research into the preferences of Millennial-generation customers to plan its assortments for men and women in this age group. These preferences are rooted in lifestyles that influence how millennials express themselves, primarily along the spectrum of their interests in fashion and culture. The research will also be used internally by Macy's to shape marketing, store environments and visual presentation in mstylelab and Impulse.

Macy’s delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home.