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Macy's finds magic in Millennials

New York - Macy's is rolling out 13 new brands and expanding 11 others in two of its departments - mstylelab for 13-22 aged shoppers and Impulse for customers who are 19-30 - as the first phase of a broader outreach to Millennials.

Announced this past spring, Macy's Millennial initiative calls for a focus on younger consumers.

Macy's described these "Millennial" shoppers as "America's largest and most diverse age demographic with spending estimated at $65 billion each year for the kinds of merchandise sold at Macy's."

By the end of 2013, the brands launched or expanded at Macy's are expected to have "fully established a new and fresh shopping environment to hold the attention of a generation that is keenly interested in trends, style and value," the retailer noted. The brands announced today were in the apparel, accessories and footwear categories.


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