Macy’s (NYSE:M) today announced an effort to grow its market share in active wear and to strengthen its appeal to the Millennial customer with an expansion of its athletic apparel assortment, which will include Nike ®, The North Face, Under Armour ®, Calvin Klein Performance™ and Ideology ®, to more stores this fall and the addition of Helly Hansen ® in select locations. This aggressive expansion of active follows the retailer’s announcement of its relationship with Finish Line last fall, as well as with team sport experts, LIDS, announced last month. In a continuation of the retailer’s Millennial strategy to attract a new generation of customers looking for trend, style and value, Macy’s will begin rolling out new product for men, women and kids to stores and on macys.com this month.
Shop Macy's for stylish and affordable activewear from the most sought after brands; Nike Dry Fit Tee $25, Shorts $30. (Photo: Business Wire)
“As we continue challenging ourselves to better serve the evolving needs of Macy’s current and future customers, it became clear that active apparel presented an opportunity for growth,” said Jeff Gennette, Macy’s chief merchandising officer. “Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors – from the yoga studio to the weight room, to hiking and rock climbing.”