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Macy’s Home Reinvent
FashioningYour Home
p6-8
VOL 5 ISSUE 2 • FALL/WINTER 2015VOL 5 ISSUE 2 • FALL/WINTER 2015
MAGAZINE OF STYLE
I DREAM OF JEANS –
YOUR ULTIMATE
DENIM GUIDE p11
All That Glitters Leads to Growth: Macy’s Jewelry Pilot p10
NEW SITE HELPS ASSOCIATES
TO BE A PRODUCTPRO p10
Outfitted for the Outdoors p3
INNOVATIVE IDEAS AT PLAY
IN MACY’S “SANDBOX” p2
Macy’s is converting Pinterest fans to Macy’s customers through new
buyable pins introduced in July. The Pinterest audience is highly engaged,
using the platform as a planning tool for home remodels, weddings,
vacations and more. Fans are inspired by others’ pins, curating ideas as they
create “boards” of images they like.
Now that audience is bringing its Macy's inspiration home, as we became
a launch partner for buyable pins. A quick collaboration of macys.com
technology and Macy’s Systems and Technology made the launch
partnership a reality. With a buyable Macy’s pin, customers pay direct
through Pinterest and Macy’s ships the merchandise. Congratulations to
our teams for delivering this new third-party order integration technology
in record time.
Buyable pins are a natural step for Macy’s as we help our customers dress
from head-to-toe and outfit her home. Macy’s merchandise is a perfect fit
for the Pinterest user. Her passion categories of wedding (from engagement
rings to bridesmaid dresses to shower gifts), active and home décor are each strong businesses for Macy’s.
IN Fashion is published by the Corporate
Communications department of Macy’s, Inc.,
7 W. Seventh St., Cincinnati, OH 45202
513-579-7292
Editor-in-Chief: Jean Reisinger Coggan
Managing Editor: Mary Ann Shawmeker
Editor: Jane Hendrix
Contributors: Alexandra D’ercole and
Amy Williams
Design: Sanger & Eby
MAGAZINE OF STYLE
Lifestyle trends are now presented in distinct
sections on Macy’s furniture floors, including
Small Space Living for apartment dwellers.
Pictured on the cover is a small scale
furniture presentation at Macy’s Westfield
Galleria in Roseville, CA, near Sacramento –
with square footage markers to show what
furniture will fit in each space – and a graphic
skyline so that city dwellers feel at home.
FASHION
Innovative Ideas at Play in Macy’s “Sandbox”Fresh from Macy’s Idea Lab in San Francisco is “m” – the macys.com sandbox site, where big ideas are in test on a small stage.
With m, Macy’s teams have freedom to innovate
without fear of significant impact to the business
on the main site.
“A faster cycle of ideation to live on the site allows
test experience to reach the customer rapidly and
teams optimize what they learn,” said Serena Potter,
GVP/Digital Media Strategy.
“The m team was empowered to move fast –
building the initial site in only three months to
launch in April,” said Karl Varsanyi, GVP/Product
Management & Customer Experience. “Mobile
functionality is top of mind; the site is responsive and
focuses on product discovery.”
The first m test is a simple design and simplified
customer experience – more editorial in style – and
customers tell us they like the clean design. This
winter, a capsuling test will begin, presenting a
few key pieces to create a versatile wardrobe of
on-trend looks for many occasions.
If you’ve not yet discovered m – check it out at
mx.macys.com. “It’s everyone’s sandbox,” added
Potter. “Associates are our best customers so
shop it and tell us your thoughts!”
N E W M A C Y ’ S A N D P I N T E R E S T PA R T N E R S H I P
m
FASHION
Beauty 101:
MAKEUP ARTIST SHARES TECHNIQUES
DURING HISPANIC HERITAGE MONTH Premier makeup artist and style icon Angel Merino was one of two “los influyentes” (influencers) who helped
Macy’s commemorate Hispanic Heritage Month by celebrating Latino culture and accomplishments. Merino
joined actor Mario Lopez at Macy’s events this fall. Read on for his thoughts on beauty trends and essentials
for your cosmetics bag.
The majority of my essentials are for skin care and skin prepping, such as
make-up primer and moisturizer. My must-have items are Fix Plus by Mac,
Photo Finish primer by Smashbox, and Multi-Active Serum by Clarins.
• Looking radiant never goes out of style. Having lush and dewy skin is the
best way to look youthful and fresh. Hydration is the key when you want to glow all day.
• Lashes are all the rage and really can make a statement. From fun to flirty to dramatic glam, the perfect
lash strip can complete any look.
• Clean and modern contours can sculpt your face to perfection. Cream products and matte bronzers are
ideal to achieve this look.
Beauty is more than what meets the eye. It’s about owning your imperfections and finding the confidence to
take on the world. The perfect beauty find can boost your self-esteem and make you feel invincible!
Outfitted for the OutdoorsWELCOME THE CRISP AIR OF THE SEASON! THESE PRACTICAL ACCESSORIES WILL KEEP YOU LOOKING GOOD WHILE YOU’RE ENJOYING ALL THAT FALL AND WINTER HAVE TO OFFER.
High-tops go high-tech: Take a step into the future with the Bebe
Sport Krysten, featuring three light settings and its own USB charger.
Think sneakers can’t handle the cold? The Madden Girl Everest
will change your mind with its quilted texture and comfortable
faux shearling lining.
The waterproof, shock-absorbing Timberland Norwood
will keep you in step as you check out the fall foliage.
Don’t stay inside at the first sign of winter’s chill.
Sporto’s Daphne cold weather bootie will wrap you
in waterproof warmth with its duck boot styling and
cozy faux fur lining.
For a vintage silhouette, try the Patricia Nash
Salerno Saddlebag with its basketweave tooling and
whip-stitched edges.
The Dolce Vita Lottie is both bucket bag and backpack,
taking you from work week to weekend with ease – and its
stylish fringe trim is right on-trend.
Warm up in rich shades of the season with a stylish watch from
Marc by Marc Jacobs, Fossil, Michael Kors or Tommy Hilfiger.
Look for these items on macys.com or in select Macy’s stores across
the country.
od
ck,
FASHION
Gifts for All SeasonsOur customers know Macy’s is their premier destination for finding the perfect gift for any occasion. Stephen Cardino, VP/Fashion Director, Home, gives
IN Fashion a behind-the-scenes look at how Macy’s merchants select great gifts for all reasons and seasons.
They look at a variety of aspects. Many customers come in with a clear idea of what they’d like to spend so price points are very important – $25, $50, $100, etc.
Ensuring Macy’s total gift assortment is balanced by category also is key, encompassing gifts for her, him and home.
Gifts for the home may be gender neutral to broaden the appeal. Merchants also continue to focus on packaging,
because we know everyone wants to give something that not only is useful, but also looks attractive.
It depends on the family of business. Because of tooling and manufacturing needs, Home works 12 to 18 months out.
Men’s plans eight to 12 months in advance, Ready-to-Wear works six to eight months out, and Women’s accessories is
less than six months.
This is why the Fashion Office forecast – detailed presentations on color, pattern and silhouette about 18 months
in advance – and the Trend Curve, are key. We use the Trend Curve as a tool for determining the longevity of trends,
plotting them as incoming, pre-peak, peak, post-peak and outgoing. In identifying trend, we also consider selling
results, shopping reports, editorial exposure in magazines and on blogs, and trade shows.
It’s a very simple formula, but one that can be hard to execute. The most popular tend to be those our customers can
connect with emotionally, are at a great price point and are packaged nicely. The Kate Spade initial mug is a perfect
example – colorful, pretty, a designer name and a great box. It’s practically wrapped and ready to give!
Power Brand Alert –
Conquer the Cold with Calvin Klein Coats Next up for IN Fashion’s series on Power Brands is Calvin Klein. Known for its sleek, contemporary styling and quality construction, Calvin Klein is a legendary name in
fashion and a favorite among Macy’s customers. This season, Calvin Klein has the statement coats to keep both men and women fashionable and warm through the
winter months ahead. From down to faux shearling, it’s all available at Macy’s.
WOOL RESURGENCE
Many outwear pieces are evergreen, and the wool coat is a
certified classic. This year, Calvin Klein adds fashion back into
wool with new textures and mixed media. Look for details like
oversized shawl collars, touches of faux fur and faux leather trim.
Also on-trend this season – stripes and capes.
THE ARCTIC PARKA
No matter the name – arctic parka, snorkel parka or utility parka
– with last year’s Polar Vortex still fresh in our memories, the
parka coat is set to be the hottest trend in outerwear this winter
for men and women! Not only is it warm and comfortable but
it’s ideal for every occasion, whether you’re wearing it to work
or out on the weekend. But the arctic parkas’ trendiness goes
beyond pure functionality. Lush faux fur trim on the hood lends a
dressed-up feel.
PACKABLE DOWNS
They’re anything but your typical cold-weather topper. Calvin
Klein’s lightweight, packable puffer jackets provide maximum
protection from the cold without the bulk. This season, bold
colors take on a metallic shine to update this winter must-have
for both men and women. Also new this season for women is
the reversible-printed, packable puffer coat. With one side solid
and one side printed, this coat gives her two looks in one.
FAUX FUR/SHEARLING
Shearling chic! As seen on the runways, [faux] fur/
shearling is one of the biggest trends this season. A
shearling coat is timelessly stylish and comfortable,
not to mention perfect for battling the chill on
those sub-30 degree days. Style with skinny
jeans and ankle boots or make a ‘70s-inspired
statement with flared jeans and chunky shoes!
Work
FASHION
My Stylist@Macy’s Shares
What to Wear WhereEVERY MACY’S ASSOCIATE HAS AN OPPORTUNITY TO DELIVER A MAGICAL STORE EXPERIENCE. OUR MY STYLIST CLIENTS RETURN AGAIN AND AGAIN DUE TO THE CLOSE PERSONAL RELATIONSHIPS THEY DEVELOP WITH THEIR STYLIST. CLIENTS ARE CONFIDENT IN KNOWING THEY’LL LEAVE THE STORE LOOKING GOOD AND FEELING GREAT.One of the best ways for all associates to begin customer relationships is to stay informed about current trends and share ideas for what to wear where. We can
all benefit from the opinion of someone who views us with no preconceptions. To learn more, we turned to Jennifer Maggard, My Stylist@Macy’s in Fayette Mall,
Lexington, KY. Here’s her take on the season:
TO STAY CURRENT ON TRENDS, WE CAN CONSULT THE RESOURCES MS. MAGGARD DOES:
• Here’s a great ensemble for an event – I layered a cape over a Lauren Ralph
Lauren halter dress and then added a belt to keep the waistline silhouette.
• Another seasonal trend featuring the swing of fringe is the “coatigan” – here it’s
done in navy and cream by Lauren Ralph Lauren. It’s an alternative to a heavy
coat for social occasions. Underneath is a Lauren silk shirt paired with faux suede
leggings from Calvin Klein. She could also go with an I.N.C. bootie to visually
extend the leg.
• I love this! In the past, we didn’t encourage doing denim on denim. But this dark denim
trench, beautifully embellished with gold buttons, is perfect over the shirtdress style – both by
I.N.C. Macy’s has silhouettes and shades of denim perfect for any lifestyle. This is a great look
for shopping, going to the movies or heading out with
girlfriends.
• The Breeders’ Cup horse race is held in Lexington in
the fall. For a chic look, I’d recommend this BCBG faux
suede cape – two trends in one – the cape silhouette and
fringe. She can wear it over a black or other solid pant, or
skinny jeans. Here I styled it with an I.N.C. top in port and
Lauren Ralph Lauren faux leather leggings.
Weekend
Social
• Many of my clients in their 20s and 30s come to me to build their work
wardrobe. They want to fit in at the office but still reflect their personal
style. Here is a perfect look: I paired a Nine West sheath dress with a
collarless blazer by Rachel Roy. Another beautiful, asymetrical style is
the Rachel Roy tweed sheath dress.
• I also love the Bar III peasant dress in olive which is an important color for
the season. You could add an over-the-knee boot to be fun and funky or
do a wedge.
PH
OT
OS
BY
#D
EB
BIE
SA
VAG
EP
HO
TO
GR
AP
HY
FASHION
MACY’S HOME REINVENT:
Fashioning Your Home
As the seasons change, we look at our homes with new eyes. It’s prime time for Macy’s
Home Store, a business that we’ve newly reinvented and reinvigorated. To learn the secrets
of our success, IN Fashion spoke with Macy’s experts about our multi-faceted strategy, a
collaboration with merchants, Private Brands, Store Planning, Architecture, Construction and
Engineering (SPACE), capital finance, facilities partners, merchandise planning and regional/
district teams.
“Through Home reinvent, we’re creating a lifestyle environment based on how the
customer wants to shop today,” said Susan Toporowski, GVP/Home Private Brands. “We do
this by displaying merchandise assorted from several different families of business, creating a
presentation that more closely mimics a real home environment.”
“We gain insight from the marketplace, our sourcing partners and customers in identifying
‘white space’ and opportunities to develop product,” said Donna Vance, EVP/Home Private
Brands. “Every season, we deliver newness inspired by our travels and from our learnings
in the business. We reflect our ever-evolving customers who are looking for more color and
compelling ideas to add to their home environments.”
“My role overall as home reinvent took shape was to sell product,” said Colleen Miller,
GVP/National Merchanding Director. “Our teams work with merchants to ensure big ideas
will resonate with customers and that presentations have impact from the smallest stores
to the largest. It’s also great fun to feel the energy that our home store associates have
around reinvent.”
HOME FOR THE HOLIDAYS … AND BEYONDMacy’s reinvent big ideas feature cross-
merchandising of food and pick-up items in
all stores according to Miller. “We are thinking
globally about products the customer needs; for
Thanksgiving that means gadgets, cookbooks,
cutlery, cutting boards, electric knives and
platters. Our goal is to satisfy the customer in
one location.
For holiday, we lead the visual merchandise
presentations with gifts and layer on candy and
food,” added Miller. “On the gold table, you’ll
see gorgeous gold ballotins of Godiva. We’ve
added Yankee Candles to flannel presentations
in all stores, plus critter pillows, hot chocolate
and a Christmas tree. We’re telling a story in an
organized way that’s easy to shop and has
big impact.”
Also new is home décor from Home Design
Studio, rolling into 100 stores and on macys.com
in December. “These products add color and
update the home in easy, inexpensive ways,”
added Toporowski. “The giftable line includes
a core assortment plus fashion elements that
change twice a season.”
“Home customers come into Macy’s looking
for ideas and they love what we’re doing with
reinvent. We are showing her what’s new and
she’s voting with her dollars,” said Miller. “We
may feature price, but we lead with fashion
and we bring customers the excitement of gift
giving. With Macy’s home reinvent, our stores
are nothing short of inspiring!”
FASHION
EXCLUSIVITY IS EVERYTHING“In furniture, most of our product is exclusive,” said Bob Weiser, GVP/Big Ticket. “We are actively
involved in the development of our pieces which are manufactured exclusively for
Macy’s. We know our customer and design with her in mind (See page 8). Customers
find tremendous quality and value in our product and see our sales associates as
furniture experts who instill confidence throughout the purchase experience. “
“Exclusivity in food prep is very important,” said Chatman. “We see that in
the Martha Stewart Collection, specifically the Collector’s Enamel Cast Iron
cookware. When we have exclusive items at value pricing compared to
market product, the customer really responds. Based on this success,
we’re expanding into canisters, bowls and gadgets.”
Also exclusive to Macy’s is the lively Whim textiles line by Martha
Stewart. The colorful sheet collection is growing with playful motifs and
patterns such as zebra and flamingo prints. Next spring, the line will
extend to tableware and items for entertaining.
Another important example of novelty is the whimsical Kate Spade
brand – casual dinnerware is shown here. New for the brand is the
All in Good Taste collection and soon to come is a textiles launch, then
a move into cookware. The Kate Spade look is cheerful and happy with
color, and the fourth quarter focus is on gift giving.
TOP TRENDS
PERSONALIZATION “The idea of personalization continues to evolve,”
added Cardino. “Customers want something
unique at affordable price points. This trend moves
beyond the idea of initials to words and phrases,
such as the holiday Cellar Whiteware
collection of inviting messages.”
FUR “In home, we are embracing the storewide
idea of fur with throws, pillows and accessories
in several brands,” said Stephen Cardino, VP/
Fashion Director, Home. “It’s a refined look this
season, more polished, and customers will see it
in all doors and on macys.com.”
ALL THAT GLITTERS – GOLD “Infusing our core programs with cross-
merchandised, trend-driven fashion items to excite
and re-energize the customer is crucial for us,” said
Dana Chatman, VP/Housewares and Top of Table,
Private Brands. “For example, Cellar Whiteware is
re-merchandised with fashion dinnerware, glassware,
serveware and even holiday trim … all in our trend
color for the season: gold! We’re merchandising
fixtures by lifestyle, instead of simply by end use.”
CONTINUED on page 8 »
GiftIdeas from Macy’s Home Store• Gifts for the wine connoisseur, including wine
bottle charms
• Marble serving trays and cutting boards from
Martha Stewart Collection
• Cheese knife sets
• Sweater knit or fur pillows and throws
• Tea pots, with mugs and tea gift packs; customers can
pull the entire gift together
• Coffee makers such as Nespresso and Keurig
• Blenders and juicers: models such as Vitamix and
Nutri-Bullet have been flying off the shelves
• Mugs in novelty designs from Kate Spade
• Slow cookers, especially welcome for a busy family
• Indoor grills such as the Cuisinart Griddler mean
you can grill year ‘round
• Barware, perfect for entertaining
FASHION
FASHIONING YOUR HOME from page 7
INDUSTRIAL Bob Weiser, GVP/Big Ticket, said Industrial is the biggest trend at Macy’s. “The whole rustic look includes product in natural solid wood with wire brush or sandblast finishes – very different from what our parents had. These pieces appeal to Millennials and those of any age looking for the latest trend.”
FURNITURE SHOWCASES LIFESTYLE TRENDSSections of Macy’s furniture floor now are presented in lifestyle trends according to Bryon Phelps, Director of Visual. “We feature Industrial for a trendy customer,
Glamour for luxe VIP style and Small Space Living for apartment dwellers. We also showcase ‘motion’ furniture for outfitting a family room in a larger home.”
GLAMOUR “Our luxury story is Glamour,” said Bryon Phelps. “Customers will see mirrors, sparkly case goods such as dressers and cabinets, and rich velvet upholstery.”
SMALL SCALE LIVING“Most furniture tends to be large so Macy’s has found a niche in focusing one-third of our assortment on a smaller scale,” added Weiser.
“We use square footage wall markers to show city and apartment dwellers what merchandise truly works in apartments measuring 350, 450 and 550 square feet,” added Phelps. “Each vignette consists of upholstery groups with a complementary bedroom and dining group.”
Top Tips from a Home StylistOur My Stylist@Macy’s stylists, formerly Macy’s By Appointment personal
shoppers, are experts in fulfilling any wardrobe or gift need. Each is also tuned
in to Macy’s offerings in the Home Store. None more so than Paul Floy, My
Stylist@Macy’s Herald Square, who says clients come to him most often for
advice for kitchens and bedrooms. Read on for his recommendations which will
inspire style for Macy’s customers, as well as our own homes!
BE INSPIRED BY TREND – Even if you are not planning a full re-do, take
a look at his favorite resources – HDTV, houzz.com, cnet.com and magazines
such as House & Garden and Architectural Digest. Take advantage of Macy’s
product knowledge and walk the full floor.
BE INFORMED – Learn from in-store associates and macys.com, then trust
associates’ knowledge of product features and benefits. Floy pulls up online
reviews when working with clients and educates them on product differences.
He might dispel the myths of non-stick cookware for a young couple or
recommend items for clients who keep a kosher kitchen.
BE TRUE TO YOURSELF, BUT BE OPEN TO NEW IDEAS – Floy’s
success comes from listening to know his clients well and following up to
see if products meet their needs. Consider product functionality, value and
aesthetics – the three key elements to Floy – in light of your home style, time
for maintenance and size of your household. Colors are key, of course. One
client asked for help with brightening a dark apartment. After viewing the entire
bedding assortment, she was more confident in choosing a vivid shade.
BE COMFORTABLE – Know that home updates should work for you as
well as your guests. Home purchases increase during the holidays as families
and friends gather in dining rooms (bakeware and stylish serving platters)
and guest rooms (updated sheets, new pillows and blankets). Select wisely to
benefit short term guests as well as your long term lifestyle. Choose colors you
love as housewares now often coordinate with one another and make a splash
together on counters in open floor plan homes.
FASHION
Macy’s
line is poised to move from legacy brand to power brand status. IN FASHION SPOKE WITH NANCY JOHNSON, PRIVATE
BRANDS EVP/RTW, AND NANCY SLAVIN, PRIVATE BRANDS
SVP/MARKETING AND PROMOTION, TO LEARN WHAT
CUSTOMERS WILL SEE IN STORES NEXT YEAR.
NJ: With Alfani we want to own the modern wear-to-work space across the brand’s FOBs (families of business) – wear-to-
work in the sense of how people truly dress for work today. We found this white space and have driven the brand in this
direction. Customers are telling us through sales and online reviews that they LOVE the product.
NS: As builders of the brand, we held a brand summit to study customer behavior, the competitive landscape and
product direction to drive alignment across FOBs. We created a vision statement – Alfani is the modern wear-to-work
brand for the style-conscious man and woman – and we’re elevating the brand image. We considered what pieces the
customer sees as iconic – the dress, pant and jacket for women, and the power suit, dress shirt and polished pant for men.
NJ: Customers will see a bigger footprint and a better quality of space. In RTW, Prima (pictured bottom left), a more
aspirational line, has expanded to 200 doors and will be featured on the mannequin lead-in in those stores. Men’s will
launch their elevated product in fall 2016 as a complement to Prima.
NS: To unify the brand, new shop concepts will roll out to select doors in early 2016. Plus, we’ve developed a new
icon that will appear very subtly on the product in 2016, perhaps as a zipper pull, belt buckle or both. On macys.com,
consumers will notice the emphasis and added details placed on the brand’s core building blocks.
NJ: Our RTW customers look for new silhouettes and shapes. We’re introducing an architectural shape that can take
them from desk to dinner. We’ll have the investment jacket, and our pants business will grow with a wide leg design.
Women will see woven vests and classic outerwear.
We’ll start 2016 with a re-launch of men’s suit separates, Suited for Travel, with features such as wrinkle retention, stretch
and more. Overall, the consumer will see more of a lifestyle and head-to-toe approach to the Men’s brand with an
emphasis on pants.
The power of Macy’s is what we do with our power brands – we make them lifestyle brands. It’s an exciting Alfani
journey and we’re definitely hitting a sweet spot with our customers.
Macy’s Fragrances Hit Top Note: 10 Launching Now“Many of these new scents are from our top designer names,” said Terry Morrow, Omni Buyer/Prestige Women’s Fragrances. “Here’s a preview of our biggest launches
of the season; available in select stores and on macys.com.”
Soft and strong, graceful and intense, like today’s multi-faceted woman. Sandalwood, Tahitian vanilla and grey amber complement exotic floral notes of Casablanca lily, feminine orange blossom and delicate ylang ylang.
Gucci Bamboo
The newest fragrance from Yves Saint Laurent is highly addictive. Notes of rich coffee bean jolt the senses with a dose of energy, tempered by the soft white flowers of jasmine sambac. Vanilla bean provides a sweet signature note.
Black Opium
This new fragrance for men blends top notes of fresh Reggio di Calabria Bergamot and woodsy ambroxan, derived from ambergris, for a scent that combines the rawness and nobility of nature.
Dior Sauvage
This lively fragrance radiates energy with a vibrant floral scent combining grapefruit, blood orange, jasmine, cedar and iris notes.
Chanel Chance Eau Vive
FASHION
All That Glitters Leads to GrowthThe wedding business is booming in the United States with an estimated $12 billion spent on
fine jewelry alone. While Macy’s sales are impressive, we have a great opportunity to capture
more market share. Four districts and 43 stores in the Southwest Region are leading the charge
through a new jewelry strategy that debuted in August. Their goal: to increase the business by
18 percent in 18 months.
“Jeff Gennette (Macy’s President) and Karen Hoguet (Macy’s Chief Financial Officer)
challenged us to develop the best owned/leased model to make this pilot work,” said Patti
Whisler, VP/Jewelry Strategy, Southwest Region. “We took a cue from our successful lease
partners, putting their best practices in place and owning the business.”
THESE BEST PRACTICES INCLUDE:
• Invest in our people with a new vertical structure that includes updated job descriptions, and
competitive compensation and incentive packages.
• Elevate our assortment with redesigned merchandise including designer brands Effy, Stephanie
Kantis, Alex Woo and The Fifth Season by Roberto Coin. “We also have entered the loose
diamond business,” said Whisler. “Our couples can build their own engagement ring.”
• Build compelling presentations by investing in new case furniture to house this unique jewelry
collection and allow an increase in the number of designer trunk shows.
• Market our message with a new look and new ways to communicate to our customers.
• Recognize the best talent. “Players ‘earned’ spots on the team. We identified the best talent
and promoted from within, which has been great for engagement,” Whisler said.
“Our team is responsible for all aspects of the business – from processing product as it comes
in from the trucks to placing it in our customers’ hands,” Whisler added. “The appreciation of
dedicated leadership truly is a game-changer.”
New Site Helps Each Store Associate to Be a productpro
NOW MACY’S STORE ASSOCIATES WILL BENEFIT
FROM AN ADVANCED TOOL TO HELP THEM MEET
CUSTOMER EXPECTATIONS WITH INCREASED
PRODUCT KNOWLEDGE. ProductPro, a new site that provides a quick and simple way to search for product information and help
associates at any level to expand their knowledge and learn about trend, launched in late August.
In the past, associates navigated their way through 25,000 information sheets and 60,000 images
and tips to find answers to customer questions. ProductPro has simplified the process by organizing
information intuitively, with a search function that makes it easy to find anything from general product
information (sizing, brand comparisons and styles) to more specific content, such as tips on how to set
the perfect table.
Sales associates may access the site on My IN-SITE, with the goal of adding it to the POS system in
spring 2016. Sales managers may access the site as an app to use when coaching associates.
The ProductPro homepage includes feature stories based on current trends, product launches,
seasonal visual strategies and must-have items. It also brings forward the most popular product stories
based on the items with the greatest number of associate clicks – especially important to track so the
site can grow to meet associate needs.
“ProductPro falls in line perfectly with the fall strategy put forth by Jeff Kantor, chief stores officer:
Simplify to Grow,” said Kathy Hilt, SVP/Selling Effectiveness. “It allows our associates to meet customer
expectations by increasing their product knowledge, elevating their selling and driving sales.”
al structure that includes updated job descriptions, and
FASHION
YOUR ULTIMATE DENIM GUIDE
Denim is back in a big way this season – it’s all over the runways in looks ranging from denim dresses to retro-inspired flares. Here’s the denim lowdown and the key pieces you need now.
BIG FLARE, DON’T CARE!
Nothing says casual-chic like a pair of flared jeans. Take a break from the skinny silhouette and step into
this season’s hottest denim look. Flare jeans add height and go perfectly with the ’70s-inspired trend
that’s everywhere from the clubs to the festival grounds. Pair with chunky platforms, peasant shirt,
retro sunnies and a fringed crossbody bag to complete the look.
SEEING DOUBLE [DENIM]
Denim on denim is red- (or should we say blue?) hot now. The trick to mastering this trend
is wearing contrasting washes. Lighter shades of denim draw attention to the body areas
they cover, while darker washes create a slimming effect. A lightweight chambray shirt
paired with dark skinnies and an amazing pair of heels gives off a street-style vibe that looks
effortlessly put together. Simplicity is also key. If you want to wear a statement piece, stick
with a single piece of jewelry, shoes or handbag.
DISTRESSED TO IMPRESS
Distressed jeans are often thought of as casual. Play with your accessories to
elevate this look and add a hint of sophistication. Pair with a classic white tee,
blazer and pumps. Or add a luxe fitted sweater and ankle boots for cooler
temps. Finish off the look with a cute clutch and rounded sunglasses.
99 PROBLEMS BUT A BOYFRIEND’S NOT ONE!
The comfortable, roomy fit of boyfriend jeans keeps us coming
back to them again and again. This casual jean calls for relaxed
boyfriend-inspired style all around. Match with a draped tee and
slouchy bag. Try pairing these pants with ankle boots, wedge
sneakers or ballet flats for an everyday look.
BLACK IS THE NEW BLACK
Black denim is everything you want in an article of clothing:
flattering, timeless and it can go from casual to chic in seconds. Dressier than basic blue, yet less trendy than
colorful iterations, black denim is the ultimate in versatility. There’s no denying that black jeans add an edge to your
look. Dress them up with bold colors or leather accents for a night out with friends.
TO DENIMFINITY AND BEYOND
Denim goes beyond jeans this season. It spans the whole spectrum including skirts, shirts and jackets. And of
course, we can’t forget the denim dress. Its lightweight but edgy texture makes the denim dress a perfect
transitional piece that seamlessly shifts to cooler temperatures. Accessorize with ankle booties and a leather
bucket bag for a naturally cool look.
Macy’s celebrated New York Fashion Week at The Theater at
Madison Square Garden in September with an all-new show that
combined the best of fashion, music and philanthropy. Macy’s
Presents Fashion’s Front Row marked the company’s 33rd year
hosting an annual fashion and fundraising extravaganza. This is the
first time the show took the stage in New York City, bringing Fashion
Week to the general public in a nationally televised event co-hosted by
E! personalities Giuliana Rancic and Brad Goreski.
Event Highlights:• Grammy award-winner Nate Ruess, the front man
of the band fun., and international superstar Jason
Derulo each performed three of their top hits.
• Emerging from Hello Kitty’s dress onto the stage,
a troop of little models tore up the theater in a
high-energy dance performance showcasing the
Hello Kitty Kids Collection.
• In a bold presentation for Heidi by Heidi Klum,
professional dancers served as models of the
new line.
• Macy’s men’s underwear models appeared in
costumes resembling the Village People. The
Village People closed the show with a performance
of “Macho Man” and “YMCA,” bringing the
audience to its feet in a grand finale as confetti
rained throughout the theater.
To shop looks from the show,
visit macys.com/FrontRow.
Macy’s Chairman and CEO Terry Lundgren kicked off the night with representatives of the
event’s charity beneficiaries: Tom Viola, executive director of Broadway Cares/Equity Fights
AIDS, and designer Diane Von Furstenberg for the Council of Fashion Designers of America
Foundation. Tommy Hilfiger’s collection of prep school-inspired looks opened the show and true
to its all-American style, models walked out on a football field backdrop (complete with a live
marching band). The segment ended with an appearance by the designer himself!
In addition to celebrity lines such as Sean John and Jessica Simpson, the show highlighted
Macy’s exclusive brands including Ryan Seacrest Distinction, Thalia Sodi, Macy’s Impulse brands
and a special presentation to celebrate the 30th anniversary of I.N.C. International Concepts.
“ Our approach to events like Fashion’s Front Row is always a
‘go big or go home’ mentality… lots of star power, incredible
excitement and of course, the latest must-have fashions.
Then we took it to the next level by giving customers VIP
‘buy now’ access to shop the hottest brands and styles right
off the runway. These are the kind of show-stopping events
that only Macy’s can deliver!”
– JOE FECZKO, SVP/Integrated Marketing
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