Macy’s Launches New Brands

The department store is developing new brands that target customers ages 13 to 30 as a part of its Millennial strategy to keep and gain consumers in that age range. The initiative contains two new departments at Macy’s: mstylelab for 13- to 22-year-olds and Impulse for 19- to 30-year-olds. “We have identified Millennials as a priority customer for Macy’s and we know that growing our relevance for this customer will start with product,” says Macy’s Chief Merchandising Officer Jeffrey Gennette. “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.” These new brands include Marilyn Monroe, a clothing brand inspired by the starlet; DTA, a street wear brand developed by professional skateboarder Rob Dyrdek and Blink-182 drummer Travis Barker; Madonna’s shoe line Truth or Dare; Plan B apparel drawing inspiration from Plan B Skateboards; MADE Fashion Week featuring runway inspired clothing; and Keds’ apparel line.