Will a new private label be a good fit for Macy’s customers? – RetailWire
Photos: Macy’s
Macy’s has long been searching for a way to become fashionable and relevant again. In the past few years it has implemented in-store VR-based furniture design and promised omnichannel acceleration. The apparel chain’s latest attempt, though, is about the product.
Macy’s is launching a new private label brand called “And Now This,” according to a press release. The retailer is touting the clothing line as fashion-forward and contemporary and has planned related events in New York City, Chicago and Fort Lauderdale throughout late July.
This is not Macy’s only recent attempt to appeal to a new, more fashion conscious consumer. The retailer announced in May the launch of a Macy’s-exclusive plus-sized collection, designed in conjunction with TV host Nina Parker.
Macy’s recent fashion rollouts look to be an attempt to capitalize on the tailwinds of vaccination-related economic reopenings across the U.S.
The retailer reported a same-store sales gain in the first quarter of 2021 with CEO Jeff Gennette stating that the chain did not view the business improvement as merely a short-term pop. Mr. Gennette pointed to 4.6 million new customers acquired during that quarter, a 23 percent increase from 2019. Forty-seven percent of Macy’s customers bought online from the retailer for the first time during that period.
Numerous factors have led to Macy’s loss of relevance in recent years. Waning foot traffic in malls has been rough on the retailer. Amazon.com’s encroachment in the apparel category with its own private label brands, often introduced quietly on its website, is also thought to have played a role.
Other once popular mall-based brands also continue to struggle to reinvent themselves to meet the demands of a new retail ecosystem. The once highly-fashionable Gap, for instance, has suffered significantly over the past decade or more. Like Macy’s, the chain became well known for deep discounts during this time period. Most recently, Gap has begun forming unexpected partnerships to get its products to a new consumer base. The retailer inked a deal to have its Gap Home line of home essentials appear both on walmart.com and, eventually, Walmart’s physical shelves.
DISCUSSION QUESTIONS: Do you think adding private label lines like And Now This can help Macy’s become fashionable with customers again? What does a retailer in a position like Macy’s have to do to make its new private label a success?
There’s a major one-day sale at Macy’s right now—shop the best deals
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Summer is in full swing, and if you’ve been waiting for the right time to splurge on a new dress or that must-have beach tote, now’s the time. There’s a major Macy’s sale live right now so you can get all your favorite picks at heavily discounted prices. The only catch? It only lasts through the weekend, so start shopping right now to get deals on Macy’s furniture, Macy’s bedding and more.
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Needless to say, with a sale so big, there are price cuts available in almost every major category, from home goods and clothes to accessories and more, with discounts as high as 84%.
One great product to consider is the Aruba outdoor sofa, now reduced from $1,999 to $989.10, saving you $1,009.90. This sofa comes with two striped throw pillows, which is ideal if you’re looking to add some plush seating to your outdoor space. It’s also got a perfect 5-star rating from Macy’s customers, who praised its comfy build and elegant design. It’s relatively light, too, weighing in about 60 pounds, so it can easily be moved around your backyard—just note that it’s on backorder in some areas.
These savings run through Sunday, July 18. You can also take advantage of free shipping on all orders $25 and up. To see even more great deals up for grabs, keep scrolling!
The best deals to shop from the Macy’s one-day sale
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Prices were accurate at the time this article was published but may change over time.
Macy’s Launches ‘And Now This’
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Today, Macy’s (NYSE:M) introduced a new private brand, And Now This. The line launching in ready-to-wear and men’s categories for the fashion-forward, contemporary dresser, features effortlessly wearable elevated basics and sophisticated pieces. Made for every moment of the day and every wherever-life-takes-you decision, the brand inspires shoppers to showcase their most authentic self and celebrate unique and evolving style, through trend-forward pieces at affordable price points. Available now at macys.comand select stores, And Now This opens up a world of endless possibilities for customers’ amazing, ready-for-anything life.
“And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion,” said Durand Guion, vice president, Macy’s Fashion Office.
Ready-to-Wear
The ready-to-wear selection offers an assortment of elevated basics with a twist, that can be mixed and matched for any time of year or occasion. The collection was created for the trend-forward shopper who is looking for of-the-moment pieces, such as ribbed dresses, tanks and bodysuits; outerwear, such as jackets and athleisure; casual dresses and denim. The line offers sizes XS – XXL.
Men’s
The men’s assortment was created with the stylish, on-the-go shopper in mind. The capsule of essentials consists of items such as basic tees, henley tops, button-down shirts, jogger sets, outerwear, everyday bottoms and denim. Breeze through the transitional months, from summer to fall with the perfect basics, from short sleeve to long sleeve, from cotton to flannel. The range of colorways is also suited for simple, clean style or the expressive, colorful dresser. The line offers sizes S – XXL.
Experience And Now This
Join us for launch fun in these select cities:
New York City – Check out the And Now This food truck for delicious frozen treats and amazing shoppable items from the collection. Meet us at Herald Square on Saturday, July 24 from 12 p.m. – 2 p.m. EST, Washington Square Park from 2:30 p.m. – 4 p.m. EST and Madison Square Park from 4:30 p.m. – 6 p.m. EST.
– Check out the And Now This food truck for delicious frozen treats and amazing shoppable items from the collection. Meet us at Herald Square on Saturday, July 24 from 12 p.m. – 2 p.m. EST, Washington Square Park from 2:30 p.m. – 4 p.m. EST and Madison Square Park from 4:30 p.m. – 6 p.m. EST. Chicago – Join us at Sundays on State for an interactive experience as models highlight the line’s versatility inside the iconic windows at Macy’s State Street on Sunday, July 25 from 2 p.m. – 4 p.m. CST.
– Join us at Sundays on State for an interactive experience as models highlight the line’s versatility inside the iconic windows at Macy’s State Street on Sunday, July 25 from 2 p.m. – 4 p.m. CST. Fort Lauderdale – Our South Florida fashion truck will be at the Fort Lauderdale Art Walk on Saturday, July 31 from 6 p.m. – 10 p.m. EST showing the new line.
About Macy’s
Macy’s is America’s Department Store. For more than 160 years, Macy’s, the largest retail brand of Macy’s, Inc., has served generations at every stage of their lives. Through a digitally led shopping experience powered by macys.com, our award-winning mobile app, and a nationwide portfolio of stores, Macy’s customers come to us for fashion, value and high-quality products. We are proud of our heritage and the unique role we play in American culture and tradition. We celebrate occasions big and small, and have created decades of memorable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows, and celebrity appearances. With the collective support of our customers and colleagues, Macy’s helps make a difference in every market we serve, supporting local and national charities through funding and volunteer service. With fashion, value and celebration as our guide, Macy’s makes life shine brighter for our customers, colleagues, and communities. For more information, please visit macysinc.com.