Macy’s recently announced its aggressive `back-to-school` efforts which hopes to position the retailer as the shopping destination for tweens, teens and college goers, for the new school year. The robust initiatives include the launch of `Material Girl` by Madonna and her daughter Loudres, a young men’s fashion brand, line extensions for three current juniors brands, exclusive `Glee` – branded product, a new mstylelab sitelet for teens, and a partnership with Microsoft for an exclusive preview of the revolutionary Kinect for Xbox 360.
“We have an incredible line-up of newness and excitement for back-to-school this season, including great new brands, the latest fashion trends, a new content and social online fashion community and a unique partnership with Xbox to preview it’s yet-to-be-released Kinect gaming in select stores,” said Martine Reardon, Executive Vice President of Marketing, Macy’s “Macy’s will be extremely competitive as a fashion and lifestyle destination for today’s trend- and tech-savvy teen.”
Macy`s Back-to-School Trend Report:
Fashions run the gamut from masculine and feminine, to dark and moody, to folk and native designs. Rich tactile fabrications and function details reference outdoor utility dressing within young contemporary this fall.
Boy Meets Girl: Layering of multiple elements in varying fabrications and textures, from gender bending to ultra-feminine, a glamorous yet moody appearance.
Tough & Tender: Taking over the young contemporary area, this offers both soft and feminine elements paired with strong tailored pieces, instilling a vintage-inspired mood through the use of texture and tones of dusty pink, slate blue, ash grey and mustard yellow.
Fleece, Please…: Soft fleece fabrications give way to strong structured jackets and feminine tops this fall. Elements of lace, girly bows and mesh detailing keep things light, fresh and effortless.
What`s new for Back-to-School
From the runway to the closet, Macy’s continues to offer the hottest trends from celebrity designers to updated essentials including new exclusive collections like:
Glee: Inspired from the newest American sitcom, `Glee` branded t-shirts and hoodies will hit exclusively at Macy’s stores nationwide. Retailing from $19.99-34.99.
Slade Wilder: A collection for the all-American guy, from hoodies to basic athletic shorts, the Slade Wilder clothing line retails from $19.50-39.50 and will be sold in 650 stores and on macys.com, beginning mid-July. A host of unusual marketing tactics will be used to launch this, including sky banners, floor decals, digital kiosks, and a mobile marketing campaign will offer a free, specially designed launch t-shirt to shoppers who text in while supplies last.
American Rag and the Madden’s `Mad Picks`: Choosing from 13 pieces of American Rag and one screen t-shirt designed by the Maddens, Benji and Joel have created a look that is distinctly rock-n-roll for the girl who loves music and fashion. Ranging in price from $24-69 for tops/sweaters, and $49-69 for bottoms, American Rag and the Madden’s collection will be available in 110 stores and on macys.com this August.
American Rag Plus Size Collection: A line extension for American Rag, this collection will feature plus size pieces for the girl who craves fashionable and trendy clothing, designed for her body type. This collection will feature interesting contrast linings, touches of embroidery, subtle shine, bits of lace and smocking details. Launching in approximately 120 stores nationwide and on macys.com, American Rag Plus will retail from $19-115 and will include everything from denim and dresses to jackets and wool coats.
Jenni in Juniors: In 350 stores and on macys.com in July 2010, Jenni key items will include brushed fleece hoodies and pants and graphic/screen tees and tanks. Approximately 120 stores will also receive a fashion capsule with fun skirts, embellished sweatshirts, crop tops and leggings. Prices will range from $9.99-24.99.
New celebrity collections for Juniors
Jessica Simpson: The singer, actress and designer is extending her current Jessica Simpson collection from shoes, handbags and jewellery, to ready-to-wear items for juniors. This July you will see fashion denim, knits and wovens in 225 Macy’s stores and on macys.com. The line will range in price from $29-49 for tops to $69 for denim.
Material Girl: The fast-fashion junior collection that will launch exclusively in approximately 200 Macy’s stores and online at macys.com on August 3, 2010 for the back-to-school season. The collection will consist of apparel, footwear, handbags and jewelry, retailing from $12-40.
Kouture by Kimora: Celebrity fashion designer Kimora Lee Simmons recently launched the new line exclusively at 300 Macy’s stores nationwide. Geared toward the global juniors consumer, Kouture by Kimora offers chic fashions aimed at the budget fashionista and provides body-loving looks with all the eye-catching embellishments and fabrications of today’s trends. Vibrant colors and energetic prints reflect Kimora’s signature flair. Prices range from $24-40 with styles including retro jackets, off-shoulder blouses, fun rompers and flirty dresses.
What’s hot for teens in technology
Preview of Kinect for Xbox 360: In addition to fresh fashions, on July 15 Macy’s will unveil Kinect for Xbox 360, in 13 stores nationwide. Games are designed to be easy to learn, quick to play, and fun to watch.
Macys.com/mstylelab.com: On August 12, 2010, Macy’s will be launching a sitelet dedicated to teens. Combining pop culture topics with fashion, mstylelab will host fashion videos with the latest trends, `word on the street` content featuring Seventeen Magazine Editor-in-Chief Anne Shoket, as well as a `post your pics` section that enables users to post images of themselves to see what’s fashionable across the country. This unique space will host the launch event for the Kinect for Xbox 360 software
Macy`s, the largest retail brand of Macy`s, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy`s stores and macys.com offer distinctive assortments including the range of exclusive fashion brands for him, her and home.