American department store chain Macy's will bet on the sale of trendy menswear.
Late last week, a new retail space opened at the retailer's flagship department store in Herald Square, New York. An area of about 1350 square meters, with a rotating space inside, was called "The Park".
As reported in the press service of Macy's, the collection of cutting-edge clothing for men in the new retail space of the main department store will be updated every 8-12 weeks. Among the brands represented in the new concept zone are Paisley & Gray, INC Onyx, Desigual, Avirex, Goorin Bros, Brooklyn Brigade and other popular brands.
The company expects to transfer the new merchandising to other department stores in top locations. Macy's plans to expand the menswear area with collections from Scotch & Soda and Coach, as well as expand the premium denim area with Fidelity, Naked & Famous Denim, 7 For All Mankind and J Brands.
Macy's new project inside its own department stores is reminiscent of a deal with b8ta, which specializes in the presentation of consumer electronics and innovative products in premium locations, including Macy's department store in Herald Square. It was revealed last week that b8ta is opening a fashion and lifestyle brand space called "Forum" in a Los Angeles department store, adding a range of menswear fashion brands to its lineup.
These moves by major retailers are a continuation of last year's trend. American luxury department store chain Nordstrom has opened its store in New York City on a grand scale, specializing only in men's fashion. And Saks Fifth Avenue opened a menswear store in Manhattan's Financial District instead of a women's store and launched a space selling luxury shoes for men in its updated flagship.
Another signal for the market was the launch of the first-ever collection for men by the American brand of women's clothing and accessories Madewell. And one of the largest grocery retailers Target back in 2017, he announced the creation of his own brand of menswear called Goodfellow & Co, which over time began to be perceived as an independent brand.