Macy’s Focuses on Growth in Active Business
With Finish Line Athletic Footwear Shops and Locker Room by Lids™ Continuing
to Roll Out at Macy’s Stores and on macys.com Over the Next Year, the Retailer
Announces Expansion of Its Active Apparel Business with a Focus on the
NEW YORK -- September 9, 2013
Macy’s (NYSE:M)today 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.
Shop Macy's for stylish and affordable activewear from the most sought after
brands; Nike Dry Fit Te ...
Shop Macy's for stylish and affordable activewear from the most sought after
brands; Nike Dry Fit Tee $25, Shorts $30. (Photo: Business Wire)
“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.
Nike (Available in approximately 650 stores across men’s, boys and girls; and
in approximately 240 stores in women’s and infants) – Founded in 1972 by Bill
Bowerman and Phil Knight, Nike is a premier, international athletic brand,
offering trend-right, high performance active wear for running and training.
Priced from $25 to $350, the brand covers the true hardcore athlete as well as
the street active consumer.
The North Face (Available in approximately 130 Macy’s stores across men’s,
women’s, boys, girls and infants) – is a global brand which offers the most
technically-advanced products in the outdoor market for climbers,
mountaineers, skiers, snowboarders, endurance runners and the active consumer.
As part of its mission to start a global movement of Outdoor Exploration, The
North Face introduced the Explore Fund (www.explorefund.org) in 2010 and the
program has since provided more than $1 million in grants globally to
organizations committed to inspiring the next generation of outdoor explorers
and conservationists. The North Face activewear, fleece, rainwear, down and
tri-climate jackets available at Macy’s retail from $45 to $470.
Under Armour (Approximately 70 stores in men’s and 50 in women’s and boys) –
Founded in 1996 by former college football star Kevin Plank, Under Armour
offers high performance styles along with casual apparel. The brand's
moisture-wicking fabrications are engineered in a variety of different designs
and styles for wear in nearly every climate to provide a performance
alternative to traditional products. Under Armour products sell for $23 to $75
and are worn by athletes at all levels, from youth to professional, on playing
fields around the globe.
CK Performance (Approximately 385 stores – women’s only) – Exercise clothing
by Calvin Klein Performance makes working out fun and fashionable. Calvin
Klein utilizes the latest in fashion technology to create athletic wear that
is cool and comfortable. Moisture-wick fabrics help wick away perspiration
from the skin keeping the body comfortable during even the most strenuous
workouts, and form-fitting designs and classic silhouettes mean a workout that
looks good and feels good. Products are priced from $25 to $99, offering
cross-functional clothing at an affordable price.
Ideology (Approximately 400 stores – women’s only) – An exclusive Macy’s
brand, Ideology launched in spring 2012 offering affordable, fashionable and
easy-to-wear pieces for yoga, Pilates and the gym. Originally in 160 doors,
this brand will become an anchor in more than 400 Macy’s stores and is priced
from $20 to $68.
Helly Hansen (New brand – available for fall in 30 stores in men’s, 25 stores
in women’s) – A Norwegian brand with more than 135 years of performance
product for outdoor, sailing and skiing, Helly Hansen at Macy’s will provide
the ultimate protection from the elements with gear for an outdoor lifestyle,
featuring waterproof and breathable Helly Tech^® fabric technology. Ranging in
price from $30 to $350, the line is the perfect blend of performance and
style, making wearers perform their best while looking great.
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.
For more information about Macy’s Millennial brands, please visit
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers fashion
and affordable luxury to customers at approximately 800 locations in 45
states, the District of Columbia, Puerto Rico and Guam, as well as to
customers in the U.S. and more than 100 international destinations through its
leading online store at macys.com. Via its stores, e-commerce site, mobile and
social platforms, Macy's offers distinctive assortments including the most
desired family of exclusive and fashion brands for him, her and home. Macy's
is known for such epic events as Macy's 4th of July Fireworks^® and the Macy's
Thanksgiving Day Parade^®, as well as spectacular fashion shows, culinary
events, flower shows and celebrity appearances. Macy's flagship stores --
including Herald Square in New York City, Union Square in San Francisco, State
Street in Chicago, Dadeland in Miami and South Coast Plaza in southern
California -- are known internationally and leading destinations for visitors.
Building on a more than 150-year tradition, and with the collective support of
customers, employees and Macy's Foundation, Macy's helps strengthen
communities by supporting local and national charities giving more than $70
million each year to help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts, please visit our
online pressroom at macys.com/pressroom.
Photos/Multimedia Gallery Available:
Holly Thomas, 646-429-5250
Julie Strider, 646-429-5213
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