Macy’s is going after young shoppers with private-label brands. No stranger to the concept, Macy’s has launched the new private-label brand And Now This—an apparel line going straight for Gen Z and Millennial shoppers with a minimalist aesthetic, an affordable price point, and lots of denim. The line was developed with the goal of providing basics for shoppers ages 25-40-years-old, and includes elevated items like ribbed dresses, tanks, jackets, and bodysuits along with more casual options like tees, henley tops, and joggers for men. YPulse’s fashion and style research shows that 83% of young people say comfort is their number one priority for what they wear (with denim as the top clothing item they’re interested in), and Macy’s is planning to bring more private-label brands to its mix to strengthen its appeal with young shoppers. (Adweek)
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