The On 34th brand, named for Macy’s flagship Herald Square location in Manhattan, targets women between the ages of 30 and 50 with a diverse range of every day and evening styles. It’s part of the retailer’s overhaul of its private label business following the hire of Target’s former private label designer Emily Erusha-Hilleque as senior VP of private label brands last year.
Macy’s also plans to add new in-house brands and revamp some of its existing labels as it tries to reverse sliding sales. For its most recent quarter, Macy’s reported a 7% decline in net sales to $5 billion. In-store sales declined 6% and online sales dropped 8% during the period. Net income, at $155 million, was nearly half of what it was in the year-earlier period. The company will report second-quarter sales on Aug. 22.
“The On 34th campaign features a platform mix designed to inspire fashion-conscious women at every stage of their shopping journey,” according to the spokeswoman, who added that many in the brand’s target demographic use social media to discover new brands and products. “By using influencers, we are also able to convey style, fit and quality in a more authentic way.”
from Digital Marketing Education https://ift.tt/cn6Imfx
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