Macy’s Focuses On Growth In Active Business
With Finish Line Athletic Footwear Shops and Locker Room by Lids™ Continuing to Roll Out at Macy’s Stores and on macys.com Over the Next Year, the Retailer Announces Expansion of Its Active Apparel Business with a Focus on the Millennial Customer
New York, NY - Macy’s today announced an effort to grow its market share in active wear and to strengthen its appeal to the Millennial customer with an expansion of its athletic apparel assortment, which will include Nike®, The North Face, Under Armour®, Calvin Klein Performance™ and Ideology®, to more stores this fall and the addition of Helly Hansen® in select locations. This aggressive expansion of active follows the retailer’s announcement of its relationship with Finish Line last fall, as well as with team sport experts, LIDS, announced last month. In a continuation of the retailer’s Millennial strategy to attract a new generation of customers looking for trend, style and value, Macy’s will begin rolling out new product for men, women and kids to stores and on macys.com this month.
“As we continue challenging ourselves to better serve the evolving needs of Macy’s current and future customers, it became clear that active apparel presented an opportunity for growth,” said Jeff Gennette, Macy’s chief merchandising officer. “Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors – from the yoga studio to the weight room, to hiking and rock climbing.”
This roll out will create a more prominent active footprint within Macy’s brick-and-mortar and online stores, further establishing Macy’s as the shopping destination for active apparel. To enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access the brands from any store. This new technology adds another layer to Macy’s Omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels.
Nike (Available in approximately 650 stores across men’s, boys and girls; and in approximately 240 stores in women’s and infants) – Founded in 1972 by Bill Bowerman and Phil Knight, Nike is a premier, international athletic brand, offering trend-right, high performance active wear for running and training. Priced from $25 to $350, the brand covers the true hardcore athlete as well as the street active consumer.
The North Face (Available in approximately 130 Macy’s stores across men’s, women’s, boys, girls and infants) – is a global brand which offers the most technically-advanced products in the outdoor market for climbers, mountaineers, skiers, snowboarders, endurance runners and the active consumer. As part of its mission to start a global movement of Outdoor Exploration, The North Face introduced the Explore Fund (www.explorefund.org) in 2010 and the program has since provided more than $1 million in grants globally to organizations committed to inspiring the next generation of outdoor explorers and conservationists. The North Face activewear, fleece, rainwear, down and tri-climate jackets available at Macy’s retail from $45 to $470.
Under Armour (Approximately 70 stores in men’s and 50 in women’s and boys) – Founded in 1996 by former college football star Kevin Plank, Under Armour offers high performance styles along with casual apparel. The brand’s moisture-wicking fabrications are engineered in a variety of different designs and styles for wear in nearly every climate to provide a performance alternative to traditional products. Under Armour products sell for $23 to $75 and are worn by athletes at all levels, from youth to professional, on playing fields around the globe.
CK Performance (Approximately 385 stores – women’s only) – Exercise clothing by Calvin Klein Performance makes working out fun and fashionable. Calvin Klein utilizes the latest in fashion technology to create athletic wear that is cool and comfortable. Moisture-wick fabrics help wick away perspiration from the skin keeping the body comfortable during even the most strenuous workouts, and form-fitting designs and classic silhouettes mean a workout that looks good and feels good. Products are priced from $25 to $99, offering cross-functional clothing at an affordable price.
Ideology (Approximately 400 stores – women’s only) – An exclusive Macy’s brand, Ideology launched in spring 2012 offering affordable, fashionable and easy-to-wear pieces for yoga, Pilates and the gym. Originally in 160 doors, this brand will become an anchor in more than 400 Macy’s stores and is priced from $20 to $68.
Helly Hansen (New brand – available for fall in 30 stores in men’s, 25 stores in women’s) – A Norwegian brand with more than 135 years of performance product for outdoor, sailing and skiing, Helly Hansen at Macy’s will provide the ultimate protection from the elements with gear for an outdoor lifestyle, featuring waterproof and breathable Helly Tech® fabric technology. Ranging in price from $30 to $350, the line is the perfect blend of performance and style, making wearers perform their best while looking great.
Macy’s also carries active merchandise for men from a variety of well-known athletic brands. A leader in the sporting goods industry, the Adidas® brand is built upon a passion for sports and a sporting lifestyle, continuously creating innovative and stylish shoes, apparel and accessories for men, women and children. Athletic wear pioneer Champion®, delivers authentic, high quality apparel from competitive team uniforms to active-inspired lifestyle product, with innovative fabrications and features that are as comfortable on the field and in the gym as they are at home. In addition to Adidas and Champion, customers can shop Macy’s for men’s active merchandise from Columbia, Puma, Spyder and Marmot.
Over the past year, Macy’s introduced or expanded more than two dozen brands focused on the Millennial customer, including: Marilyn Monroe, MADE Fashion Week, Keds, Teen Vogue, Truth or Dare, G-Star Raw, Ambiguous, Ezekiel Clothing, COMUNE, RVCA, Neff, 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 Ralph Lauren, Guess, XOXO, Jessica Simpson, Sean John, Armani Jeans, BCBGeneration, Lucky Brand, MAC, Urban Decay, Benefit and Bare Escentuals.
For more information about Macy’s Millennial brands, please visit macys.com/pressroom.
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: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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