Macy's is launching a new private label apparel brand, named And Now This, at a time when the company is reworking its own strategy for merchandise.
The company says the new brand is for fashion-forward consumers and will be offered at accessible price points. The new And Now This brand can be considered part of the company's ready-to-wear men's clothing products. The new private label brand will be available on Macy's website and at certain stores. Launch parties are scheduled to take place in late July at several large cities including New York, Chicago and Fort Lauderdale.
"And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion," said Durand Guion, the Vice President of Macy's Fashion Office.
Private Label Brands
Macy's Launches Its New 'And Now This' Brand for Fashion-Forward Consumers
Trend Themes
1. Private Label Brands - Macy's introduces And Now This, its new private label brand with accessible price points for fashion-forward consumers, potentially disrupting the private label industry.
2. Ready-to-wear Clothing - And Now This brand is Macy's newest addition to its line of ready-to-wear men's clothing products. This trend may disrupt the traditional retail apparel market.
3. Launch Parties - Macy's plan to hold launch parties in major cities including New York, Chicago, and Fort Lauderdale, introduces a creative approach to kick-start a new product line, potentially disrupting the traditional advertising methods.
Industry Implications
1. Retail Industry - Macy's launch of And Now This private label brand may prompt other retailers to offer similar affordable, fashion-forward, and exclusive product lines, disrupting the traditional retail industry.
2. Fashion Industry - And Now This brand gives consumers more affordable options for high-fashion pieces, disrupting the high-end fashion market.
3. Marketing Industry - Macy's launch parties in major cities for And Now This brand offer disruptive innovation in terms of advertising a new product and engaging with consumers face-to-face.