What's Happening?
Macy's has launched a new capsule collection in collaboration with costume designer Alix Friedberg, known for her work on series like 'Palm Royale' and 'Big Little Lies'. The collection, named 'On 34th | Alix Friedberg', features 19 apparel styles and accessories inspired by mid-20th century Palm Beach glamour. The collection is available in 125 Macy's stores and online, offering sizes from XXS to XXL, with prices ranging from $49.50 to $159.50 for apparel and $24.50 to $99.50 for accessories. This marks the first collaboration for Macy's On 34th private brand, which aims to integrate cultural relevance into its offerings.
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Why It's Important?
This collaboration signifies Macy's strategic move to enhance its private brand portfolio by integrating culturally relevant designs. By partnering with Friedberg, Macy's taps into the nostalgia and aesthetic appeal of Palm Beach's high society, potentially attracting a broader customer base interested in unique, story-driven fashion. The collection's launch could bolster Macy's position in the competitive retail market, especially as it aims to make On 34th a top ready-to-wear brand. The collaboration also highlights the growing trend of retailers working directly with costume designers to create fashion lines inspired by television and film.
What's Next?
Macy's plans to continue exploring collaborations with its private brands, aiming to create unique offerings that resonate with consumers. The success of the On 34th | Alix Friedberg collection could pave the way for future partnerships, each with distinct narratives and design inspirations. As Macy's stabilizes its brand matrix, further collaborations could enhance its market presence and drive sales. The company is also preparing to celebrate the 40th anniversary of its biggest private brand, I.N.C., in September, which may include additional promotional activities.
