Macy's Debuts On 34th Private Brand Apparel Line
Macy’s is giving its assortment of private label apparel a fresh look with the launch of the On 34th brand.
The collection has more than 750 SKUs and more than 250 unique styles, designed to be mixed and matched to create more than 1,000 outfits. Prices range from $18.50 to $299.50 with sizes ranging from XXS to 4X and 0 to 26W.
“We have spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life,” says Nata Dvir, Macy’s chief merchandising officer. “The heartbeat and voice of the customer is infused in all that we do and we know that our customer loves great brands that deliver on our promise of quality, style and value. Through our private brand reimagination, one of our five Macy’s, Inc. growth vectors, we have the opportunity to reinforce our legacy while evolving and refreshing our portfolio.”
Emily Erusha-Hilleque, Macy’s senior vice president of Private Brands, said On 34th was created with inspirational and modern design, informed by the voice of the Macy’s customer, and built for real life.
“This new brand is designed by women for women who run their world, with confidence and joy,” said Erusha-Hilleque. “The launch of On 34th is an important milestone in Macy’s journey to elevate and reimagine our private brand portfolio which is designed with intention and executed with attention. We are developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data, and the intuition of a talented team.”
As Macy’s has worked to reimagine its assortment of private brand products, officials with the retailer said the customer’s voice has been at the center of this effort. For the past two years, Macy’s has conducted extensive research, with more than 100,000 online surveys, 35 days of digital community engagement and hundreds of hours of in-store fit research and shop-alongs.
The department store’s private brand portfolio represented about 16% of brand sales in fiscal 2022 and historically it has been as high as approximately 20%, a level the company believes can be achieved longer-term.
According to Macy’s officials, the company’s private brand reimagination is built upon three key pillars—brand stewardship, design with intention and executed with attention, and a meaningful value equation. This reimagination effort includes adding, refreshing and replacing brands and will run through 2025. On 34th is the first of four new brands that will be introduced.
On 34th will be available for purchase at Macy’s stores, online at Macys.com, and through the Macy’s mobile app starting on Aug. 17 with On 34th shoes launching spring 2024.