The launch of 'And Now This' is the latest in a series of efforts to bolster Macy's fashion image and relevancy and widen its audience.
Macy’s Inc., taking another step to perk up a generally challenging side of its business, has introduced a contemporary private brand called “And Now This.”
Among the women’s items: ribbed “bodycon” dresses, priced $44; cutout sweaters, $39, and ripped flare-legged jeans, $44, as well as bodysuits, outerwear and athleisure, in sizes XS to XXL. Last May, Macy’s chairman and chief executive officer Jeff Gennette told WWD that the company has become “hyper-focused” on goods and platforms attractive to consumers under 40, and he cited contemporary fashion, along with toys, health and fitness, as part of the agenda. Asked what percentage of Macy’s customer base is under 40, Gennette replied, “When you look at the total, it’s not as high as we want. We’ve got a strategic playbook on how to get it higher.
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