Macy’s sharpens focus on millennial strategy for fall
NEW YORK — Macy’s continues to focus on its millennial strategy to attract a new generation of customers looking for trend, style and value. The retailer is getting ready to launch two exclusive new brands, Maison Jules and QMack, at 150 stores this month.
The brands' launch is part of an ongoing initiative originally announced in spring 2012 and which saw the retailer introducing or expanding 20 brands for spring 2013.
Macy’s Millennial brands are positioned within the retailer’s Mstylelab — which primarily serves customers ages 13 to 22 — and Impulse — which primarily serves customers ages 19 to 30 — departments.
“Throughout 2013, Macy’s has continued to invest in exclusive brands to engage Millennial shoppers who are looking for diverse, current and trend-forward fashion,” said Molly Langenstein, Macy’s EVP/GMM, millennial and new business development. “With the introduction of two new Impulse brands this fall, Maison Jules and QMack, we are continuing to deliver on our promise of newness and excitement. Both collections are unique, contemporary and affordable, and further elevate Macy’s position as the Millennial shopping destination.”
Macy's operates 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 e-commerce site.