Rewritten Article
Retail giant Macy's introduces initial label under rebranding strategy
Let's scoop the tea on Macy's latest move! On Wednesday, they unveiled their fresh private label, "On 34th," since refining their brand game plan, slated to run through 2025. This badass women's apparel brand is set to drop in Macy's stores and online starting Aug. 17.
With over 750 SKUs and 250 unique styles, the collection allows mix and match freedom. Prices swing from a wallet-friendly $18.50 to a maximum of $300. Sizing ranges from XXS to 4X and 0 to 26W, as per the press release. Shoes are also in the pipeline for the spring 2024 collection.
You might be wondering what's up with the name, "On 34th"? It's a clever nod to Macy's flagship location in New York City's Herald Square. And get this, "On 34th" is the first of four "freshened" private labels that Macy's has planned. Yas, queen!
Macy's aimed to revamp its stable of private labels before the pandemic. Part of their "Polaris" turnaround strategy, the portfolio would be updated to attract younger customers and boost apparel revenue. Think of it like a fashion makeover!
The effort picked up steam post-pandemic, with the addition of several Target private label vets. Macy's hired Emily Erusha-Hilleque, a badass who led many Target private labels and designer collaborations during her two decades in merchandising at Target. They also tapped a brand firm run by former Target designers.
Last year, Macy's private brand portfolio made up about 16% of sales. They've hit 20% in the past, a benchmark they aim to reach again. The launch of "On 34th" is one big step in the right direction, according to Erusha-Hilleque, now Macy's senior vice president of private brands, who said, "On 34th was designed with inspirational and modern style, informed by the voice of the customer, and built for real life."
While focusing on owned brands and hiring Target veterans sets Macy's up for success, it's not a guarantee. Remember Bed Bath & Beyond, who also hired a private label pro (Mark Tritton from Nordstrom)? Their strategy was a flop, and Tritton left last year amid plummeting sales. This year, they sold their flagship and BuyBuy Baby brands, and their stores are undergoing liquidation under Chapter 11.
Remember, fashion is a fickle beast, and trends shift faster than you can say "red carpet ready." But Macy's has got the sauce to keep up, baby!
- Amid the pandemic, Macy's has bolstered its strategy to revamp its private label portfolio, aiming to attract younger customers and boost apparel revenue, similar to a fashion makeover.
- In the upcoming spring 2024 collection, shoes will be introduced as part of Macy's private label "On 34th," a line designed to cater to a wide variety of sizes with over 250 unique styles.
- For those savvy shoppers on the hunt for deals and discounts, Macy's latest private label, "On 34th," offers a wallet-friendly range of prices, from $18.50 to a maximum of $300, making fashion-and-beauty and home-and-garden products accessible to many.
- When it comes to product-reviews, industry experts have been intrigued by Macy's move into AI-powered personalized shopping experiences, setting them apart from competitors and catering to the evolving lifestyles of customers in the pandemic era.
