Macy’s appeals to Millennials with active wear expansion

Macy’s is looking to enhance its appeal to Millennial customers by expanding 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 expansion is part of the retailer’s Millennial strategy designed 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.

“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.”

To enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access the brands from any store. The new technology represents another layer to Macy’s Omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels.

Macy’s operates approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as an e-commerce site.