Impulse Purchases to Keep Macy’s Registers Ringing
Macy’s is taking a page from other apparel retailers with
a new program that rotates designers in-and-out of the chain’s store and website
on an ongoing basis.
The department store is launching its initiative in February with a new designer rotating onto the floor in its “Impulse” department every
two months. Designers working with Macy’s will create limited-edition women’s
lines to be sold in 235 stores and on macys.com.
The first designer chosen to
kick off the program is Kinder Aggugin. The London-based designer, whose work
is described as having a covetable rocker-chic aesthetic, has worked with John
Galliano, Vivienne Westwood, Paul Smith, Calvin Klein, Costume National and
Versace over the course of his career.
“The launch of this designer program affirms that Macy’s is a unique
destination for fashion, bringing sophisticated design and aspirational fashion
to a customer that desires and demands constant newness in her wardrobe. We are
confident that Kinder’s unique styling and intriguing background will appeal
to Macy’s ‘Impulse’ customer and satisfy her desire for high-end fashion at an
affordable price,” said Jeff Gennette, Macy’s chief merchandising officer,
in a statement.
“When I was approached by Macy’s, I thought they were going to ask me
to be in the Thanksgiving Day Parade,” said Mr. Aggugini. “Imagine
my surprise when I heard they wanted me to design a line for their stores all
over the U.S. So I thought; a designer known for handcrafted luxury aimed to
the fashion elite, to create a contemporary line for the kids of America? Oh
yeah, sounds great! Let’s do it! And we can make it different. Let’s design
it as if it was a runway collection. Make this line about silhouettes, colors,
draping and structure. The idea is to give it a chic look that feels sexy
and edgy and, best of all, you can afford it.”
Items in Mr. Aggugini’s
Macy’s line are expected to retail between $40 and $300.
Discussion Question: Will Macy’s “Impulse” department keep shoppers
checking back in to see what’s new at the chain? What will Macy’s need to
do to make the concept stand out from the competition?
- Macy’s Announces Designer
Capsule Collection Series to Launch with Kinder Aggugini in Spring 2011 – Macy’s,
- Macy’s Gets Fast Fashion – The New York Times