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Macy’s launches new brands to target millennials

October 19, 2012 • Business


This undated photo provided by Macy’s shows a clothing display which is part of the retailer’s Macy’s Millennial strategy. Announced in spring 2012 with an internal restructure to focus on this customer and a plan to be implemented in progressive stages, Macy’s Millennial strategy aims to position the retailer to attract and retain customers in the Millennial generation – now 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. (AP Photo/Macy’s)

NEW YORK (AP) — Macy’s is firing its first salvo at the millennials.

The venerable department store chain is launching 13 new brands and expanding 10 other existing labels that it believes will resonate with shoppers in that 13-to-30 age group.

The roster includes an exclusive Marilyn Monroe fashion collection and a men’s T-shirt line from an upstart called Fatal Clothing, which specializes in tattoo-influenced designs. The chain also will be offering a collection of runway-inspired fashions that will change monthly.

The new fashion offerings, which are being rolled out this fall and next spring, represent the first phase of the retailer’s intensive campaign to attract the highly Login to read more

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