Archive for Macy's
Macy’s Expands Private Brand Fashion Portfolio.
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American mega department store Macy’s will roll out four new fashion Private Brands and two home line expansions this spring. From couture to celebrity designers, the new collections will include:
- Ellen Tracy – women’s better sportswear that is modern and aspirational
- Threads & Heirs – men’s casualwear featuring a capsule collection by couture designers Ruffian
- Kouture by Kimora – of-the-moment looks for young trendsetters
- mstylelab – fashion jewelry and hair accessories for the young contemporary shopper
- Vida for España by Eva Mendes – Private Brand extension to casual Latin-inspired dinnerware
- Martha Stewart Collection – Private Brand extension to mattresses with styles in multiple comfort choices
The new collections will begin arriving in select stores in March and April, and represent the newest examples of outstanding fashion goods at a great value, available only at Macy’s.
Also, just announced for fall 2010 is an exclusive strategic alliance with Kenneth Cole Productions, Inc. under which Macy’s will be the sole department store retailer of the new Kenneth Cole REACTION men’s sportswear line within the United States and its territories.
“Customers come to Macy’s for the best Private Brands and the latest ideas in style. By adding Ellen Tracy, Threads & Heirs, mstylelab, Kouture by Kimora and Kenneth Cole REACTION men’s (fall season) to our exclusive fashion assortments, and by extending into new categories within popular home Private Brands Martha Stewart Collection and Vida by Eva Mendes – we are continuing to offer fresh and interesting merchandise that consumers won’t find in other stores,” said Jeff Gennette, Macy’s Chief Merchandising Officer. “This spring represents one of our strongest seasons of exclusive launches ever.”
NEW EXCLUSIVE FASHION PRIVATE BRAND LAUNCHES
Ellen Tracy
Beginning this March, notable fashion brand Ellen Tracy will begin selling exclusively in 105 Macy’s stores nationwide, with an additional 45 stores to be added in the fall. For the first time, this aspirational fashion brand will offer chic, modern separates at a more affordable price, retailing from $30 to $150 versus $70 to $1500 – an average of 65 percent less. With everything from glamour pieces to the covetable white shirt, the new line for Ellen Tracy delivers fashion that is fit flattering and lifestyle friendly.
Inspired by the everyday woman, the new Ellen Tracy collection represents designer product that addresses the modern woman’s need for dynamic pieces. Designed for a self-assured, independent and spontaneous female, each piece represents a different part of her life. Striking the perfect balance between youthful attitude and grown-up glamour, the Ellen Tracy customer can create a whole wardrobe from this collection. Key items will include your basic white shirt, leggings, slim pants and tunic dresses. Living in the Macy’s better sportswear section, Ellen Tracy will fill a gap between Macy’s Private Brand and bridge classifications. The Ellen Tracy collection will be available in select Macy’s stores and on macys.com.
Threads & Heirs
Available in 200 Macy’s stores nationwide and on macys.com beginning March 2010, the Threads & Heirs collection offers a modern style sensibility and delivers desirable men’s fashion at an affordable price. Produced by LF USA’s Oxford Collections and designed in part by acclaimed luxury designers and New York fashion darlings Ruffian, the Threads & Heirs line reaches the man that expects the latest looks in quality fabrications. Positioned to offer great value, the line consists of tops and jackets ranging from $24 for a t-shirt to $99 for a jacket. Developed to respond to the 20- to 40-something male, Threads & Heirs strikes a chord with the man who cares about what he looks like and is style and label conscious but price sensitive. With a casual sensibility the Threads & Heirs label aims to provide cool style with a slim silhouette and unique trimmings. Threads & Heirs will be available in select Macy’s stores and on macys.com.
Kouture by Kimora
Fashion designer Kimora Lee Simmons will launch a new line – Kouture by Kimora – exclusively at 150 Macy’s stores in March 2010, with another 150 stores to follow in May 2010. Geared toward the global juniors consumer, Kouture by Kimora offers chic fashions aimed at the budget fashionista and provides body-loving looks with all the eye-catching embellishments and fabrications of today’s trends. Vibrant colors and energetic prints reflect Kimora’s signature flair and sense of confidence. Appealing to trend lovers, this youthful brand captures the attention of young women who value styling as much as they do smart spending. Prices range from $24 to $40 with styles including retro jackets, off-shoulder blouses, fun rompers and flirty dresses. Kouture by Kimora will roll out to select Macy’s stores in March and May with more exciting pieces to come in Fall 2010.
mstylelab
mstylelab, a contemporary accessories brand, will launch this April in 150 Macy’s stores nationwide. Merchandised in the junior’s department, mstylelab will offer affordable jewelry and hair accessories ranging from $6 – $40. Created for the young contemporary woman, mstylelab offers stylish product that addresses today’s need for fast fashion at a great price. With trends driving the design sensibility, this collection offers a variety of items from necklaces and earrings to bracelets, rings and headbands. Keeping in mind this customer’s desire for product inspired by trends off of the runway, mstylelab is off-the-chart fashion forward. mstylelab can be found exclusively in Macy’s Junior’s department beginning April 2010.
Kenneth Cole REACTION (for Fall 2010)
The new REACTION men’s sportswear collection will be geared toward cool millennial men with an energetic, downtown sensibility. It will include a special focus on denim, graphic tees, and woven shirts, and will appeal to a younger, more casual and price-conscious consumer than the more sophisticated Kenneth Cole New York collection. This new line will build on the historical success of REACTION at Macy’s in other men’s classifications, including footwear, outerwear, tailored clothing, dress shirts and ties, classification pants, bags and luggage, small leather goods, belts, men’s jewelry, sunglasses and fragrance. With the addition of the men’s sportswear category, REACTION will now be able to offer the Macy’s man a complete lifestyle collection that satisfies his wardrobe needs from work to weekend.
The new collection will launch in September 2010 in 150 Macy’s stores and online at macys.com. It is ultimately slated to grow to 550 doors, consistent with the existing REACTION brand penetration in other categories. The launch will include a roll out of new REACTION shop-in-shops in prime locations in Macy’s stores across the country.
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Ne-Yo’s Private Brand Hero – Alfani Red
Posted by: | CommentsGrammy Award-winning R&B singer/songwriter Ne-Yo is the spokesperson for Macy’s contemporary Private Brand Alfani Red! If you are not familiar with Neo check out the video, he is cool, in an old school, retro way that simultaneously evokes Motown and today. If Marvin Gaye or Sam Cook where alive and working this is what they would look like.
Earlier this month Macy’s sponsored a Listening Party for Ne-Yo’s new song, “Heroes.” The party was held at the Simyone (SL) Lounge a trendy NYC club in the Meatpacking District. The Party featured models wearing the latest Alfani Red collection as well as Ne-Yo mingling and enjoying the crowd. The new song is available for FREE download on Macys.com in support of the RESPECT! campaign. For every song downloaded from February 1 – March 31, 2010, Alfani will make a $1 donation, up to $50,000, to the RESPECT! campaign to end relationship violence.
Bravo Macy’s this is a nice tie in, a great way to engage your customers and help the community.
Here is Ne-yo performing the song on Letterman.
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Private Brand Top Ten for 2009
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2009 has come and gone and it was definitely an exciting year for Private Brands. I began this blog in late December of 2008 and it would be hard to imagine a better time to begin writing about Private Brands. Retailers have stepped up and invested in their brands and national manufacturers have responded in a myriad of intriguing ways.
I continue to be surprised by the overwhelming reception this blog has received from the entire Private Brand community. Everyone from retailers to branding agencies; from Private Brand brokers to investment analysts have subscribed and contributed both comments and compliments. So I find myself taking stock of the year’s posts and creating lists it is a common tactic for traditional media they love to present the prior year in a list and I find myself attracted to the idea. The following is a list of posts and topics that according to Google Analytics attracted the most readers.
- Great Value Relaunch – Walmart
Great Value was the subject of the year and more than just one post it is an entire series of more than a dozen posts detailing the radical redesign and the strategic shift that it signaled. The footnote to this is the apparent demise of the Sam’s Choice brand. 
Up & Up Launch – Target
Target made news just after Walmart when it made what was arguably the most significant strategic shift in Private Brand eliminating the iconic Bullseye brand and replacing it with Up & Up.- Target: Restyles Redecorates and Reorganizes
The Room Essentials redesign and relaunch is the unheralded piece of Target’s Private brand strategy, combined with the Up & Up launch it illustrated how a Private Brand portfolio strategy can create a group of brands that builds and reinforces the retailer brand. Essentially the redesign of Room Essentials and the launch of Up & Up allowed Target to use the Bullseye logo on the redesigned Target Home – creating a premium home decor brand that further validated their “Expect More, Pay Less” tagline. - Piggly Wiggly Redesign
This article features the redesign of the Piggly Wiggly house brand. Through the lens of a store walk/shop. Shopping for supplies during a summer vacation my family and I visited a Piggly Wiggly just outside of Charleston, SC. Piggly Wiggly loved the post and has a link to it on the front page of their website. -
Olivia and Sarah pose with Mr Pig
Chief Private Brand Officer, Great Idea or Anomaly?
This features the appointment of the first ever (to my knowledge) Chief Private Brand Officer, Timothy Adams, at Macy’s - The Green Idea Supermarket – PLMA
The PLMA’s 2009 Private Label Trade Show included the Idea Supermarket and this article featured a look at green trends in Private Brand. - Private Brand: Trading Down or Shopping Smarter?
After this guest post Alex Miller, the president of Daymon Worldwide drew a record number of comments on both this blog and numerous LinkedIn groups. - Clover Valley Tastes Better With Great Design – Dollar General.
Dollar General has been a surprising star of this blog; posts on Clover Valley consistently draw a large and interactive readership. The redesign featured in this post is particularly impressive for the dollar channel. - Private Brand: Our Time is NOW!
This post features a urgent and inspiring presentation given at the FMI Private Brands Summit by Andres Siefkin, vice president of marketing and consumer insights at private brand broker Daymon Worldwide. - Private Brand under Sheetz
After a trip to Pennysylvania this post on a store walk of the convenience retail icon Sheetz has consistently drawn readership.
Private Brands Lift Macy’s
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In continuing good news for Macy’s and their private brands JP Morgan upgraded Macy’s stock to overweight citing improved monthly same-store sales and a potential for better-than-expected earnings. JP Morgan also said Macy’s is getting a lift from strength in its higher-margin Private Brand and exclusive brands. The “My Macy’s” initiative and an improving New York City shopping backdrop also should help, the bank said. Macy’s will publish Q3 results Wednesday.
I make no claims to expertise in the stock market and would never pretend to give investment advice, however it is good to hear from JP Morgan that the emphasis Macy’s has placed on Private Brands is paying off. Private Brand becoming a strategic pillar is key to continued success as the economy begins to improve.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.Chief Private Brand Officer, Great Idea or Anomaly?
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The Macy’s reorganization is all over the news, punch it in Google and you will literally get thousands of hits, most of them referencing this Business Wire story. Unfortunately cutting 7,000 jobs in this economy is just another story in a long list of job cuts. This cut will include 40% of its executive staff, its divisional structure and the New York-based Macy’s Home Store and Macy’s Corporate Marketing divisions.
The key Private Brand piece of news in this announcement was that Timothy Adams, the current chairman and chief executive officer of Macy’s Home Store, will become chief private brand officer. The New York-based Macy’s Merchandising Group will be refocused exclusively on the design, development and marketing of Macy’s portfolio of Private Brands.
According to the Macy’s website: Adams joined MCH as chairman in July 2005 after serving as chairman of the Macy’s Florida division since April 2001. For the previous five years, he was president of the former Bon Marché (now Macy’s West) division, based in Seattle, WA. Adams began his retail career at Macy’s in Atlanta in 1976.
“Chief Private Brand Officer”, I like the way it sounds, Macy’s commits backs up its commitment to Private Brand with an executive level position and the organization to back it up. Over the last year Walmart has made a similar effort to focus on Private Brand but they have not taken the step to commit senior staff. This type of commitment to Private Brand has the potential to redefine not just Private Brand but brand as a whole.
If you enjoyed this post, get FREE updates when you subscribe to Myprivatebrand’s Blog by Email.Monetize your Brands?
Posted by: | CommentsCheck out this excerpt from a great post written by Garland Pollard at Seeking Alpha: his idea to monetize the department store brands that Macy’s acquired is groundbreaking. This gives a somewhat stale retail brand the ability to build private brands that have years of equity built into them. And they have already acquired the names.
A Tasso Elba Private Brand Sports Coat from Macy's. Why not Marshall Fields?
“Macy’s needs to reassert its former store names as in-house product brands, and use that equity. Before the changeover, Marshall Field’s, for instance, was not only a store brand, but the Marshall Field name appeared on a number of goods, including towels. Because Macy’s was so keen to brand the store, it over-reacted and obliterated most mentions of the Field’s name, including those that made sense. Reviving these names won’t confuse consumers; Target Stores (TGT) still sells towels under the Fieldcrest brand, a legacy from the time when Marshall Field’s and Target were sister companies.
Chains routinely use store brands as product brands. For instance, Delhaize Group’s (DEG) Sweetbay, a Florida grocer, sells Hannaford brand products, which are actually the name of their sister Northeast grocery stores. Montvale, N.J.-based Great Atlantic & Pacific Tea Co. (GAP) sells its A&P branded food in Germany at its sister supermarket, Tengelmann. And Target sells Boots-branded cosmetics exported from that U.K. drugstore chain.
These former department store brands have national profiles and centuries of brand equity. Some brands like Burdines, associated with Florida, would work well on resort wear across much of the U.S. Marshall Field’s could be used for store-branded housewares, linens and the like. Rich’s, with its Gone With the Wind Atlanta mystique, might be used for wedding wear. And even the more forgotten store names that have been shelved for more than five years could be utilized on simple promotional goods.
At minimum, Macy’s should immediately order a really short run of T-shirts, with different versions of each of the store logos. The shirts could be sold in former stores associated with the brand, and even given to employees who worked for the store under its past name. Macy’s former John Wanamaker flagship store ought to sell John Wanamaker merchandise to Philly tourists. These sort of cheap store-based programs could make the financial risk low, but create internal and external goodwill. Macy’s has the added overhead of its remaining downtown stores; promotional items can help promote these monsters to consumers.
There is no prescription for a single right way to monetize this goodwill, which has certainly already been written off. But Macy’s has an opportunity to utilize this intellectual property, not only to develop sales for the future, but to protect these great names from use by others, which could happen if they are not used.”
