Macy’s is firing its first salvo at the millennials.
The venerable department store chain is launching 13 new brands and expanding 10 other existing labels that it believes will resonate with shoppers in that 13-to-30 age group.
The roster includes an exclusive Marilyn Monroe fashion collection and a men’s T-shirt line from an upstart called Fatal Clothing, which specializes in tattoo-influenced designs. The chain also will be offering a collection of runway-inspired fashions that will change monthly.
The new fashion offerings, which are being rolled out this fall and next spring, represent the first phase of the retailer’s intensive campaign to attract the highly sought-after group. In March, Macy’s restructured its merchandise team to focus on those shoppers and plans to make other major changes in the next three years to further rope in this generation. The intense focus comes as Macy’s and other retailers are paying more attention to members of the generation who are entering their peak earnings and spending years.