US retailer Macy's introduces new private brand On 34th

“Macy’s is thrilled to officially introduce our newest private brand On 34th. We have spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life,” said Nata Dvir, Macy’s chief merchandising officer. “The heartbeat and voice of the customer is infused in all that we do and we know that our customer loves great brands that deliver on our promise of quality, style and value. Through our private brand re-imagination, one of our five Macy’s growth vectors, we have the opportunity to reinforce our legacy while evolving and refreshing our portfolio.”

Macy’s offers a compelling blend of market and private brands that empowers its customers to own their personal style. Macy’s private brand portfolio represented roughly 16 per cent of brand sales in fiscal 2022 and historically it has been as high as approximately 20 per cent, a level the company believes can be achieved longer-term. The company’s private brand re-imagination is built upon three key pillars—brand stewardship, design with intention and executed with attention, and a meaningful value equation. Macy’s private brand portfolio re-imagination includes adding, refreshing and replacing brands and will run through 2025. On 34th is the first of four new brands that will be introduced as part of this re-imagination.

“On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life. This new brand is designed by women for women who run their world, with confidence and joy,” said Emily Erusha-Hilleque, Macy’s SVP of Private Brands. “The launch of On 34th is an important milestone in Macy’s journey to elevate and reimagine our private brand portfolio which is designed with intention and executed with attention. We are developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data, and the intuition of a talented team. All in service of fostering brand love for Macy’s.”

The collection has over 750 SKUs and over 250 unique styles, designed to be easily mixed and matched to create over 1,000 outfits, the company said in a press release.

The customer’s voice is at the centre of Macy’s private brand re-imagination. For the last two years, Macy’s has conducted extensive research, with over 100,000 online surveys, 35 days of digital community engagement and hundreds of hours of in-store fit research and shop-alongs. By listening to customers and putting them at the centre of its strategy, Macy’s will deliver great fit, quality and compelling value.

Macy’s is going from curator to creator as this original design has been developed to anticipate, delight, and support women. The On 34th collection design delivers quality, style, value, and inclusivity for the modern woman – it's designed to accentuate and flatter across all body types. The collection features high-quality pieces that are simple and incorporate captivating colors and prints. On 34th design strikes a balance between classic and contemporary, with enduring, uplifting, functional, and beautiful fabrics.

On 34th will be available for purchase at Macy’s stores, online, and through the Macy’s mobile app starting on August 17 with On 34th shoes launching spring 2024.

Fibre2Fashion News Desk (RR)