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Macy's expands Millennials strategy to attract youngsters
01
Aug '13
Macy’s announced a continuation of the retailer’s Millennial strategy to attract a new generation of customers looking for trend, style and value.

As part of its ongoing initiative originally announced in spring of 2012, Macy’s introduced or expanded more than 20 brands for spring 2013 and will enhance its assortment with two exclusive new brands, Maison Jules and QMack, each launching in approximately 150 stores this August.

Macy’s Millennial brands are positioned within the retailer’s Mstylelab (primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30) departments offering a diverse product assortment curated to appeal to a wide cross-section of lifestyles.

“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.”

Inspired by Parisian street style, Maison Jules is a curated collection of classic pieces with a modern twist designed to cultivate an inherently personal approach to style. Effortlessly chic, the Maison Jules girl is a globetrotter who is always exploring, shopping, dining and browsing.

Customers can expect unique patterns and modern prints that complement a rich color palette of burgundy, yellow, navy and peach. Standout styles include button-down tops with bicycle prints, animal-printed dresses, floral skirts, and striped cardigans.

Macy’s enlisted photographer and blogger Garance Doré to shoot the campaign and Parisian “It Girl” and blogger, Jeanne Damas, to model the collection.

The QMack collection is a wardrobing system that focuses on key items and classic shapes with a girly twist meant to be “mixed and macked” to create the ultimate, effortless uniform.

Inspired by all-American street style, QMack also incorporates a European flair by way of Parisian and London influences that inform go-to blazers, gathered minis, prep school skater skirts, roll-sleeve blouses as well as easy dresses and cardigans.

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