SelectionMode: Macy Millenials brand new goals in this group 13 to 30 age

The venerable department store chain launches 13 new brands and expanding 10 existing labels in their view is to swing with other buyers of the group of 13 to 30 years. The training includes an exclusive collection of Marilyn Monroe and fashion men t-shirt clothing line called Fatal an upstart that specializes in tattoo-influenced design. The channel is also a collection of track-inspired fashion that change every month. Chanel Bags Outlet Online New fashion offers that are used in the case and next spring set, the first phase of the intensive campaign to retailer group coveted win. The millennial generation is the first to have grown up with mobile phones and the Internet and its members with easy access to everything they want used. In March, Macy has put his team merchandise focus on customers, and plans to major changes over the next three years to address. Restructured the rope still in. These are infusion tablets and other technologies more often in the shopping experience for image change Intense concentration comes as Macy's and other retailers pay more attention to the members of the generation entering their peak earnings and year. The Boston Consulting Group millennials defined as between 16 to 34 years, and said the United States, they counted more than 79 million last year. In 2030, we expect that many more than the 78 million baby boomers to 56 million. And they are a tough group. The group of technically savvy and as such brands, stores, but to spend differently. Boston Consulting Group released a study earlier this year, according to a survey of millennials around 4,000. Research has shown millennials trust their friends on Facebook more advertising companies or experts, and tend to prefer spending in specialty stores, discount stores, online stores or outlet. And they focused on speed and convenience. Christine Barton, a partner at the Boston Consulting Group, says that the department stores a great opportunity to understand the customer, but they need "refreshen their right to vote." Female millennia pass a third more than the clothes in the range of 35 to 74 years - regardless of income or race. Millennials men spend twice as much clothes per year than men in previous generations. Means of the Millennium "stores everywhere, and it has access to everything," said Molly Langenstein, executive vice president and general manager for millennials goods and new business development at Macy. "This is the challenge for all is by millennials." Last year, the group began interviews Langenstein thousands of customers in the group of 13 to 30 years to a better understanding of their needs. "We get in front of them," she said. Macy has two divisions that serve millennials: mstylelab, aimed at the age group of 13-22 years, and focused pulses is toward consumers under 19 years to 30 years. Langenstein note that the focus on brands is important for this generation. Macy's, which has offices in both Cincinnati and New York, also operates upscale, but Bloomingdale focuses on Generation Y with its namesake stores. Marilyn Monroe collection will be housed in the Department mstylelab. Langenstein said the name of the symbol, which has more than 4.2 million fans on Facebook, interviewed in resonance with younger buyers in its investigations. The collection, which is from $ 29 to $ 89 price is to figure flattering silhouettes, she said. In addition, next spring Macy started an exclusive collection of clothing under the brand Keds sneakers. Macy started to fall Truth or Dare shoe collection, a collaboration with Madonna. The line includes over-the-thigh black filled heel and pointy pumps. His Department of pulses, with Macy Fashion Week MADE partnership. Partnered with Milk Studios, a place in the fashion stars of tomorrow in every season of the track From the spring of each collection will include about 20 to 30 pieces of track and inspiration are priced at about $ 65. Under the brands Macy's Material Girl is building a collection of Madonna and her daughter Lola, who inspired the fall of 2010 to the market. For the spring material is to extend Girl on clothing and jewelry supplies, handbags and accessories.