Home / Knowledge / News / Apparel/Garments / Macy's Millennial strategy unveiled
Macy's Millennial strategy unveiled
22
Mar '12
Macy's Inc. outlined a new initiative to grow and develop Macy's business with customers in the Millennial generation (ages 13 to 30). This is now America's largest and most diverse generation, spending an estimated $65 billion each year for the type of goods sold at Macy's.

The plan, to be implemented in progressive stages over the next three years, includes a series of steps to significantly enhance Macy's assortment and shopping experience in mstylelab (the merchandise area primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30).

“We believe we have great opportunity to accelerate sales growth among customers in this generation. Doing so requires us to think from the customer's point of view about our assortments and store experience, and to align our internal resources so we can move quickly and with focus,” said Jeffrey Gennette, Macy's chief merchandising officer. “The Millennial strategy is a natural extension of Macy's very successful work over the past three years in developing My Macy's localization, omnichannel integration and customer engagement through MAGIC Selling.”

Key elements of Macy's Millennial strategy include:

Identifying Customer Lifestyles – Millennials comprise a highly diverse generation. Macy's extensive research into Millennial customers, their shopping preferences and buying habits demonstrates significant variation in what Millennial customers want and expect from their favorite store. Recognizing this, Macy's has developed four customer lifestyle profiles for both Millennial women and men. These lifestyles express how the customers see themselves, primarily along the spectrum of their interest in fashion and newness, and will be used internally by Macy's buying, planning, private brands, marketing and visual merchandising teams to better understand the customer so they can make informed decisions going forward.

Enhancing and Localizing Merchandise Assortments – Based on the understanding that brands are very important to Millennial customers, as well as a hallmark of Macy's, the company will be further developing its assortments of brands that appeal to each of the customer lifestyles for women and men in mstylelab and Impulse. Some of Macy's anchor brands for Millennials will be familiar names. In addition, the buying and planning organization will be working with its private brands organization and market vendors to bring fresh and exciting new brands and lines to the Millennial customer at Macy's in apparel, accessories, beauty and home. Through the deep experience of the My Macy's stores, districts and field planning teams, the company is able to effectively mold the mstylelab and Impulse assortments in each and every store for the Millennial customer who shops that location.

Relevant Omnichannel Environments – Macy's will continue to use new and emerging technologies, as well as enhanced in-store and online environments, to create a fun, interesting and convenient shopping experience for Millennial customers. Macy's will engage Millennials through mobile and digital channels, including social media. The use of QR codes, tablets, texting, tap-and-go transaction processing and offers delivered via mobile will be refined. Local events will appeal to the sense of style and fast fashion that Millennial customers seek.


Must ReadView All

Market share of Indian textile items expand in 13 nations

Textiles | On 11th Dec 2017

Market share of Indian textile items expand in 13 nations

Thirteen countries — Germany, France, Italy, the United States,...

Courtesy: EUBrasil

Textiles | On 11th Dec 2017

Euratex, ABIT welcome negotiations for EU-Mercosur FTA

European Apparel and Textile Confederation (Euratex) and the...

Most firms expect no change in investment plans: CII survey

Textiles | On 11th Dec 2017

Most firms expect no change in investment plans: CII survey

Despite visible optimism in Indian industry with the Confederation of ...

Interviews View All

Veronique Lee
Modavanti

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Headhonchos
Indian fashion industry

Organic the first choice of any environment-conscious person

Top executives
Textile industry

The foremost issue is bridging the skill gap

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.2%
No
12.1%
Skip
18.7%

Total Votes: 91

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.5%
No
30.8%
Skip
7.7%

Total Votes: 91

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
86.8%
No
9.9%
Skip
3.3%

Total Votes: 91

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.3%
No
8.8%
Skip
9.9%

Total Votes: 91


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search