Macy’s To Attempt to Get Hipper

January 27, 2011 • Runway/Realway


A new look from Kinder Aggugini

Macy’s wants a better hold on the contemporary market. According to WWD,
Macy's is about to unleash a strategy to escalate its underdeveloped contemporary business and spice up its mainstream 'misses' image.

The contemporary departments, called 'Impulse', will increase from the current 200 Macy’s doors to 220 this year, and up to 400 over time. Like H&M and Target established and emerging designers, even a few Europeans will rotate in and out of the Impulse mix with exclusive capsule collections. Kinder Aggugini, a designer from London with a rock ’n’ roll edge, is up first, to be followed later by Karl Lagerfeld, among others.

The target audience is 18- to 30-year-old men and women. Macy’s aims to grab market share with prices falling below higher-end retailers such as Scoop, Barneys Co-Op, Intermix, Saks and Neiman Marcus, but above cheaper fast-fashion chains like H&M and Forever 21. Impulse will range in price from a $28 T-shirt to a $400 jacket or coat, but the sweet spot will be in the $50 to $80 range.

Read more at WWD.

Source & photos: WWD

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