Macy’s announced an effort to grow its market share in active wear and to strengthen its appeal to the Millennial customer with an expansion of its athletic apparel assortment, which will include Nike, The North Face, Under Armour, Calvin Klein Performance and Ideology, to more stores this fall and the addition of Helly Hansen in select locations.
This aggressive expansion of active follows the retailer’s announcement of its relationship with Finish Line last fall, as well as with team sport experts, LIDS, announced last month. In a continuation of the retailer’s Millennial strategy to attract a new generation of customers looking for trend, style and value, Macy’s will begin rolling out new product for men, women and kids to stores and on macys.com this month.
“As we continue challenging ourselves to better serve the evolving needs of Macy’s current and future customers, it became clear that active apparel presented an opportunity for growth,” said Jeff Gennette, Macy’s chief merchandising officer. “Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors – from the yoga studio to the weight room, to hiking and rock climbing.”
This roll out will create a more prominent active footprint within Macy’s brick-and-mortar and online stores, further establishing Macy's as the shopping destination for active apparel. To enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access the brands from any store.
This new technology adds another layer to Macy’s Omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels.
Macy’s also carries active merchandise for men from a variety of well-known athletic brands. A leader in the sporting goods industry, the Adidas brand is built upon a passion for sports and a sporting lifestyle, continuously creating innovative and stylish shoes, apparel and accessories for men, women and children.
Athletic wear pioneer Champion, delivers authentic, high quality apparel from competitive team uniforms to active-inspired lifestyle product, with innovative fabrications and features that are as comfortable on the field and in the gym as they are at home. In addition to Adidas and Champion, customers can shop Macy’s for men’s active merchandise from Columbia, Puma, Spyder and Marmot.
Over the past year, Macy’s introduced or expanded more than two dozen brands focused on the Millennial customer, including: Marilyn Monroe, MADE Fashion Week, Keds, Teen Vogue, Truth or Dare, G-Star Raw, Ambiguous, Ezekiel Clothing, COMUNE, RVCA, Neff, RACHEL Rachel Roy, else, kensie, DV by Dolce Vita, Material Girl, American Rag, Inglot Cosmetics, Smashbox Cosmetics, Kipling, Steve Madden Handbags and Stussy.
These launches and expansions added to the robust assortment of brands already carried for the Millennial customer at Macy’s nationwide, including Bar III, Denim & Supply Ralph Lauren, Guess, XOXO, Jessica Simpson, Sean John, Armani Jeans, BCBGeneration, Lucky Brand, MAC, Urban Decay, Benefit and Bare Escentuals.