Magazine of Style VOL 1 ISSUE 1 • SPRING 2011
Pumped for Spring Shoes p3 p5
Macy’s Has the Right
Impulse p9
Raising the Bar III: Macy’s Newest Brand p7
Jeff Gennette: Man of Style p10
Macy’s Honors
Eunice Johnson Fashion Icon p8
Irina
for I.N.C. back cover
Fashioning the Future p11
Magazine of Style
mOLLY
martine
INTRODUCING
Welcome to In Fashion, Macy’s new magazine of style.
Connecting with our associates is a vital piece of the
We know how important it is to keep our store and
fashion communication pipeline so I’m enthusiastic
support associates top of mind in everything we do.
about our new fashion vehicles. In the Fashion Office,
Our Marketing department may present the face of
we create resources for Macy’s merchants but most
Macy’s to our customers, but our selling associates are
are not seen by associates. Through In Fashion and
the voice that brings us to life every day.
the new Learning & Development product knowledge
As we reach customers through dozens of market-
Coming Soon Macy’s Associate Style-Over Contest COMING THIS SUMMER
Stay tuned for details on Macy’s upcoming associate contest with winners enjoying trips to one of three cities: New York, San Francisco or Chicago. It’s more than a makeover contest; it’s a style-over event, with fun, fashion and more! News will be available this summer on www.employeeconnection.net/findyourmagicstyle. Save it as a favorite!
In the Fall Issue of In Fashion • The Last Word on Fashion – Macy’s Media Relations • Macy’s Fashion Incubator • Home Trend Direction • Macy’s Signature Business Feature – Jewelry
ing channels, it’s crucial that we speak with store and
guides in stores, we’ll share detailed knowledge from our in-house fashion experts.
support associates in multi-media, too. To start the
As Macy’s associates in support offices and stores,
style conversation, Corporate Communications is
you are our ambassadors, and we’re letting you in on
introducing In Fashion, to be published seasonally
our fashion experts’ style secrets, the looks they’re
and shipped with Coast to Coast, and its online sister,
most passionate about, tips that will impact your per-
employeeconnection.net/findyourmagicstyle, which
sonal style, and style savvy for working with customers.
will be updated on an ongoing basis. In this issue you’ll discover Macy’s Impulse strategy,
Customers expect us to be authoritative voices on how to put an outfit together. What’s really new for
Irina Shabayeva for I.N.C., our signature shoe business
spring is the proportion play of round, full shapes over
and our tribute to Eunice Johnson. You can be
long or narrow. Getting this right is a challenge as
connected to customer events, voting for finalists on
customers can’t always afford to buy a full new outfit.
Facebook for Macy’s Million Dollar Makeover with
The ideas we’ll share with you will provide details for
Clinton Kelly and exploring our Backstage Pass trend
how new wardrobe items can do triple duty for
videos. (Check out Coast to Coast available in all
multiple occasions. Fashion should be accessible and
doors now.)
fun, not hard to navigate. We hope you’ll be inspired.
Retail is a fun business and we hope you find
In this issue, delve into spring trend, learn from our
In Fashion to be enlightening and entertaining.
fashion gurus, meet our man of style and discover
Whether you make a store or support office your
our new private brand, Bar III. When you’re ready for
home, please take the online survey to share what
more, visit employeeconnection.net/findyourmagic-
you’ve enjoyed in these pages and what you would
style for full interviews and dozens of fashion photos. We’re inspired; let’s think spring.
like to see in the future. Here comes spring – enjoy the view.
• Special Events Bring Fashion to Life Until then, visit www.employeeconnection. net/findyourmagicstyle for the latest Macy’s fashion news. In Fashion is published by the Corporate Communications Department of Macy’s, Inc. 7 W. Seventh St., Cincinnati, OH 45202 513-579-7292 Editor in Chief: Jean Reisinger Coggan Managing Editor: Mary Ann Shawmeker Editor: Sharon Bateman Contributors: Margaret Grioli, Jane Hendrix, Dena Manheimer Design: Sanger & Eby
Molly Langenstein Macy’s EVP/Fashion & New Business Development
Martine Reardon Macy’s EVP/Marketing
Make Your Voice Heard! Share your thoughts with the editors and be entered to win an autographed copy of Clinton Kelly’s book.
Visit www.employeeconnection.net/findyourmagicstyle and fill out the In Fashion survey by March 31. Let us know what you liked best … and what you didn’t. Suggest stories for upcoming issues. Complete contest rules are online. While you’re there, you can read the full interviews with our fashion experts, see more photos from Macy’s spring campaign and link over to fashion videos on macys.com.
2
IN FASHION
Get more fashion news online at employeeconnection.net/findyourmagicstyle
shoes GET PUMPED for spring
Muriel Gonzalez, EVP and GMM/Cosmetics, Fragrances and Shoes, is “pumped” for the spring 2011 women’s shoe business.
“The sandal silhouette has evolved and is more sophisticated; trend-right styles will update any woman’s shoe collection.” “Our customers are bound to step out in style with these latest trends for spring.”
pale neutrals THE NEW BASIC MUST-HAVE
wedge feminine and sexy
wood work fit & active toning
BOHEMIAN CHIC
First Take on
Spring Interview with Nicole Fischelis, Fashion Office Women’s GVP and Head Forecaster We’re excited about the spring fashion themes, new prints and the many options for putting items together this season. While we always listen to customer needs, associates can at the same time be daring and offer something new and fresh they haven’t thought of before.
Nature Is Always in Season Macy’s Brings it to Life for Spring Macy’s is bringing the outdoors in as spring’s first breath is felt across the country. Though a range is seen among families of business, two essential trends will envelop the store, both calling to mind elements of the natural world.
Combinations that aren’t obvious look right this season: dressy with casual, structured with feminine – the same top can pair with a flirty skirt, skinny denim or under a leather jacket. The overall message is one of freedom in what you can wear, such as a shimmering metallic top for day. One item out of context makes the whole look new.
The impact of prints is inspiring, and each theme has its own story: Macy’s Journeys theme captures the spirit of the rainforest, in deep colorations and fabulous new camouflage, abstract and digital prints and recolored animal prints.
journeys The lush tropics are a rich combination of textures, colors and silhouettes. For women, acid bright silks, chiffon and romantic shapes combine effortlessly with vivid pattern ethnic prints and colors range from citrus orange and rose pink to earthy green and deep purple. For men, vibrant colors like raspberry, classic green and lemon chrome anchor the palette. Exotic florals and ethnic patterns collide in wovens, neckwear, swimwear and flip flops.
Look for printed pants, airy knits, geometric tops, terrific underpinnings, maxi dresses and midi skirts. For our Urban Island theme, I think of military looks but also about opposite attraction – pairing a weekender jacket over a soft dress. Key to this trend are slim crop cargo pants, shimmer underpinnings, flirty skirts paired with utility fabric bags, web belts and fabric-wrapped wedge shoes.
4
IN FASHION
Get more fashion news online at employeeconnection.net/findyourmagicstyle
Nature blends with city spaces – a neutral palette is the landscape and dense greens fill the horizon. For women, vines and flowers, singing yellows, uninhibited greens and spicy oranges of the outdoors mix with charcoal grays and pebble beiges of the city. For men, sophisticated utility is the message with tonal hues of tan and sand playing against uniformed shades of green, olive, moss and kale.
Get more fashion news online at employeeconnection.net/findyourmagicstyle
IN FASHION
5
My View…
Russell Orlando Fashion OFFICE Center Core VP What do I feel is most exciting about spring? The combination of dress with casual makes it different and new, and the foot interest. Plus the play of proportion – it’s not the old way of dressing. In accessories, the utilitarian theme and “lace-up” are driving trends. Pairing a casual, lace-up bootie with a dress is a key look for spring … taking feminine and flirty and adding a utility edge. Big this season are jackets, graceful blouses, flirty skirts and airy knits. The other big message is the new pales, a dressy aesthetic. Our customer will love the look of new pale neutral crafted shoes and handbags. When you look at the Hot List for the center core and apparel categories there is a stark contrast. What is new is how it’s being put together.
jewelry
bold rings Jewelry is all about rings, charms and rose gold. Oversized and stackable gold and diamond rings are big. Charms and bracelets are strong. What really strikes a chord with me is the pale neutral, the rose gold story, especially in watches.
Handbags
utility & canvas For bags, what is new is utility, the market tote. Where you would typically see leather looks on our floor, this season we’ll see a variety of fabrications: canvas, printed wovens and straw going into summer. Coming on strong for spring – small swing pouches with just enough room for an iPod, phone and money. On the dressier side, look for pale, ruched bags.
watches
rose gold
Listen to What Macy’s Social Media Fans Are Saying… Thanks, Macy’s! Spring looks are here ♥ – J.B. jeans and boots ?!?!?!?! *swoons* why am i at work today?!!!!! – A.K. I did my whole shopping this past year @Macys :) love that store – E.B. My spring must have is well-fitted black ankle pants. they go with anything and show off the great spring shoes! just bought 2 pair from Macy’s, Charter Club and JNY, love them both! – E.B. Love this (I.N.C.) clothing line!! Loving all the pink and black trend again right now!! – L.H. Loving the new Kinder line @Macys! My wallet just got a little thinner! – K.W.
6
IN FASHION
Get more fashion news online at employeeconnection.net/findyourmagicstyle
Macy’s Raises the ‘Bar’ Once Again with its
Newest Private Brand She is feminine and fun; he is cool and stylish. Together they’re young, hip and confident, and cannot resist the stylish clothes of Macy’s exclusive Bar III label. This trend-driven collection features distinctive, versatile fashion – including work clothes cool enough to wear out at night with of-the-moment accessories. Launching in about 150 doors through March, Bar III is positioned in the Impulse departments to attract the Millennial customer and is merchandised by specific looks, not classification. At an average price point of $58 and with fun dresses, great fitting fashion pants, corset-seamed camisoles and silk/knit blend tees and tanks, the pieces are designed to mix and match for an individual look. “The Bar III customer is the editor of her own wardrobe. She is an individual with a cultivated sense of personal style. She is fashion-forward and retail savvy,” said Ann O’Rear, GVP/Bar III and American Rag Juniors. She noted that the ideal customer is a woman who loves to mix, match and layer clothes until an outfit comes together in a moment of stylish energy. She has outgrown American Rag but is not quite ready to transition into I.N.C. The men’s line offers optimal, versatile layering pieces and is stylized with zippers, mesh, perforation, slub fabrics and bright colors. “This is the brand where we will need to take some risks and be ahead of the curve with the level of fashion quotient,” said Brad Gartman, GVP/Private Brand Men’s Collections/Sportswear/ Young Men’s. Gartman described Bar III’s ideal male customer as men in their 20s or 30s who are starting their first job out of college. To attract the customers who typically shop at specialty retailers, Bar III’s marketing team partnered with some of the fashion industry’s most influential young bloggers, whose styling of Bar III looks will be featured in quarterly look-books in print and online. “They are the new opinion makers in the industry and are known as fashion celebrities,” said O’Rear about Jane Aldridge, Rumi Neely, Elizabeth Spiridakis, Travis Gumbs and Joshua Kissi. In addition, advertising was based around Macy’s first-ever pop-up shop for Bar III, which opened for the month of February. Located in Manhattan, the boutique kicked off the launch and created a buzz with both media and Bar III’s target customers.
fun feminine versatile trendy affordable Get more fashion news online at employeeconnection.net/findyourmagicstyle
IN FASHION
7
For the Love of Color
A Celebration of Eunice Johnson’s contributionS to fashion, beauty and American history. Macy’s and Johnson Publishing Company presented a beauty, fashion and lifestyle tribute to the life of the legendary style maven, Eunice Johnson, Ebony Fashion Fair founder. During February, Macy’s hosted a month-long retrospective of some of the haute couture designs from Johnson’s private collection that were featured in the famed Ebony Fashion Fair shows.
“It is a sign of my mother’s determination, confidence and creativity that more than 50 years after launching the renowned Ebony Fashion Fair show, her timeless sense of style endures as a guidepost for today’s fashion-loving women. We are honored that Macy’s, a 30-year retail partner of Fashion Fair Cosmetics, selected Eunice Johnson as the anchor for these exciting exhibits.” – Linda Johnson Rice Chairman, Johnson Publishing Co.
“This is a wonderful opportunity for us to partner with one of America’s most iconic and revered lifestyle authorities. Through the Ebony Fashion Fair shows, Mrs. Johnson filled a void in fashion by producing runway presentations that brought a new sense of style, drama and diversity to the industry, and we’re excited to present a glimpse of these historical shows to our customers.” – Martine Reardon EVP/Marketing, Macy’s, Inc.
8
IN FASHION
Get more fashion news online at employeeconnection.net/findyourmagicstyle
Macy’s Has the Right
Impulse
Kinder Aggugini
Kind er Ag gugin i
Roy Rachel Rachel
Macy’s Impulse strategy is making news with the launch of Kinder Aggugini in February. “Macy’s is aiming to get hipper – and muscle deeper into the contemporary market,” wrote David Moin, Women’s Wear Daily senior retail editor. “Macy’s contemporary department started on the West Coast where many contemporary vendors are based,” said Molly Langenstein, EVP/Fashion and New Business Development. “Now that Macy’s is national, we can go after this customer across the country – in 250 doors – with key partners in the Stores organization.” Integral to the ready-to-wear Impulse strategy are designer capsule collections, an exciting way to entice new customers to Macy’s and current customers to shop more often. Every two months a new collection will be unveiled, covering major markets and macys.com. Macy’s is marketing with Facebook
and mobile media to get the word out quickly and create customer engagement. “We’ll get all of the product onto the floor on the same day, behind a curtain, so that it’s truly an opening,” said Langenstein. “Then when it’s gone, it’s gone.” “The collections show Macy’s is moving ahead as a fashion leader,” added Nicole Fischelis, GVP/Fashion Office Women’s. “When I met Kinder I was taken by his creativity, his tailoring and his unique sense of whimsy and color. His history as head designer for Versace is impressive. With this collection, Kinder gives our contemporary customer strong individuality plus a modern twist for affordable luxury.” With the collections, Bar III, Macy’s exclusives like Rachel Rachel Roy, plus market brands such as BCBG in select doors, contemporary shoppers who have that sudden desire for something new will first think – Macy’s.
Macy’s Millennial Customer: Who She Is & How She Shops Visit employeeconnection.net/findyourmagicstyle to find out.
Get more fashion news online at employeeconnection.net/findyourmagicstyle
IN FASHION
9
Jeff Gennette
A True Icon of Style All News Is Good News: Fashion Resources in Stores Macy’s Learning & Development is rolling out
In Fashion spoke with Chief Merchandising Officer Jeff Gennette to learn his style secrets. Here’s what he had to say. Q: What trend would you like
to see back in your closet?
A: Wider ties! I own a lot of them that I’m not wearing as often due to the slim neckwear trend.
Q: U nlike holding onto these ties,
product knowledge. Created in answer to associate
when is it time to purge items in your closet?
requests, with input from merchandise execution,
A: The general rule I follow is that if you haven’t
selling effectiveness and merchants, they will
worn something in a year, it’s time to donate it.
three new resources to share fashion trend and
provide valuable information, supporting associates to grow MAGIC Selling skills. • Look for Selling Area FYIs this spring –
Q: W hat is the best piece
of fashion advice that you received?
one-sheet department overviews to bring
A: If I want to know what’s going on in Men’s Fashion,
newcomers and those covering lunches or
I ask Durand Guion, VP/ Men’s Fashion office.
shifts up to speed quickly. Associates shared
He has flawless taste and is a great trend-spotter.
with Learning & Development field teams what their customers expected them to know and this most-wanted information became the backbone of the content. • Quarterly New-in-Stores will be updated in
Q: W hat is your favorite city
to experience fashion?
A: I will get a strong sense of the trends when I am in Paris. The department stores (unlike London)
May, August, November and March, covering
are edited, with trends and color consistent
trends that impact most stores, including key
throughout the store. Retailers such as Le Bon Marché,
item and private brand details plus activities
Merci and Galeries Lafayette are very inspirational.
to put the knowledge to use. This tool will enable Fashion Office seasonal trends to be translated to our customers through our
Q: W ho is your favorite designer? A: Ralph Lauren; he is a true icon of American style for men.
in-the-know associates. • The Product Essentials Library will debut with
Q: W hen you think of luxurious,
Home information in April, Ready-to-Wear
what comes to mind?
2/Watches in May, Ready-to-Wear 1/Center
A: Ralph Lauren Purple Label tailored clothing.
Core in June and Men’s in July. This wealth of new knowledge will only be beneficial if it’s actually used so as these tools are presented,
Q: W ith a budget of $100, what key
items are necessities for spring 2011?
A: Every man should shop from our Hot List. He can
there will be an accompanying process that will
pair slim, flat-front utility pants in olive green with a
guide sales managers and district merchants on
double-pocket utility shirt in tan. An easy way to
how to use each one in a way that will drive sales.
introduce both color and pattern into his wardrobe
By using these resources, associates will find they’re more successful in selling
is with a checked dress shirt and a solid tie.
Q: D o you shop online at Macy’s
in their interactions with customers.
for clothing or accessories? How does it compare to the in-store shopping experience?
That’s the best news of all!
A: Macy’s really provides me with the best of both worlds.
and more confident and more comfortable
The assortments and service details online continue to evolve, and our in-store experience truly helps me put it all together.
10
IN FASHION
Get more fashion news online at employeeconnection.net/findyourmagicstyle
Fashioning the Future of Macy’s Interviews with Molly Langenstein, EVP/fashion & new business development and Karen Smith-Harvey, SVP/Fashion Forecasting & Trend Direction What is your role in fashion at Macy’s? ML: I help develop
We also develop the Hot List “must-
sales associates will encourage
Our processes are more refined
haves” for the season and work
customers to look to our Hot List to
and together we are all benefiting
overall fashion direction and identify
with Macy’s Marketing and Visual
add newness each season. Newness
from the end result – the newness
trends that translate into sales
Group on advertising and in-store
is what brings our customer back to
in product details that our
opportunities. One of the biggest
presentation around trend product.
Macy’s more often!
customers want.
pieces of my job is identifying “white
Our goal is to motivate merchants to
space” gaps in our assortments.
deliver the best cohesive trend ideas
I love working with our merchants
and the most current fashion-forward
What other areas does the Fashion Office influence?
What changes have you seen in the fashion industry?
to prioritize our biggest sales
items within their respective brands’
ML: In addition to setting trend
ML: You no longer have to be in
opportunities and ensuring we’re
lifestyle DNA.
direction, we optimize timing.
the business to be in the know. You
We often see trends starting with
can see photos right off the runway.
What do you love most about Fashion Office work?
younger customers or on the coasts,
There is no need for a ticket – it’s out
and then being adopted more
there and free. So customers are
KSH: I love product, but it’s the
broadly. Our role is to determine
impatient. If it’s accessible fashion,
vision I love first – what the Fashion
when we feel customers will be
affordable to them, they want to see
What is the Fashion Office role?
Directors forecast and make happen
ready for new looks.
it in the stores now. Our job is to
KSH: We create the inspiration and
in color, shape, style and lifestyle. I
work with our merchants to bring it to
love inspiring buyers, helping them
life. Our Fashion Directors forecast
seek and develop new products to
the color focus and mood of the
excite our customers. For example,
season a year in advance. Once the
Straw is on the Hot List, and Russell
merchants see it, they translate it to
Orlando forecasted the Journeys
reality, delivering excitement that
trend – the resulting Hot List item is
blends into their core assortments.
the straw market tote! We hope
communicating to our customer with one voice, whether we’re working with our merchants, our exclusive vendors or our leased departments.
How would you describe Macy’s view of fashion now? KSH: We’ve become much more fashion-focused, and it’s exhilarating. The best of the best has emerged. You can see it in our stores and in the merchants’ product presentations.
get it for them in the right way. What hasn’t changed through the years is where trends come from – reinvented references to the past and from looks on the street. We need to look at both as reference points. Timing has accelerated, but the origins have not changed.
tell a Macy’s customer what I’d tell a friend – if you buy only three “ I’dthings this season, make it a light colored suit or sportcoat, a checked dress shirt with solid tie and brown dress shoes. I’d steer them to a fitted silhouette or something military-inspired from our Threads & Heirs or Tasso Elba lines for a look that embodies spring. Durand Guion, Macy’s Fashion Office VP/Men’s,
”
on what men should add to their wardrobes
The Last Word “
Clinton Kelly can be brutally honest, but he has good intentions. He truly wants others to walk through life in the best way for them and he gives advice with panache and style. He has no interest in which celebrity is wearing what. He is more interested in every person being the best he or she can be.
”
Gena Casciano, Macy’s Director/National Events & Partnership Marketing, on working with Clinton Kelly, Macy’s Million Dollar Makeover host
shopping for yourself, remember “ Wmyhen 2 + 2 rule. You should have at least two occasions to wear something (work, weekend or evening) and it should go with at least two other pieces already in your closet.
”
dark work wardrobe can “beAanything but dull. There are four components that make an outfit interesting: color, texture, pattern and shine. Try adding two each morning when you’re getting dressed. For example, a man could wear a checked shirt (pattern) and a blue tie (color) with a dark suit. Women could try a metallic shoe (shine) and a tweed skirt (texture).
”
Clinton Kelly, host of Macy’s Million Dollar
“
Macy’s Home has an Ocean View theme this spring – new blues throughout the floor. Our Hot List includes geometrics and leaf motifs in textiles and decorative housewares. From now through summer, stores will bloom with Retro Florals. On the Hot List are statement headboards, housewares and textiles with words and explosive flourishes, plus vintage-inspired floral dinnerware, accessories and vases.
Makeover, sharing his style secrets
”
Stephen Cardino, Macy’s Fashion Office VP/Home, on 2011 spring trend
Get more fashion news online at employeeconnection.net/findyourmagicstyle
IN FASHION
11
From Project Runway to Reality:
Irina Designs for I.N.C. Irina is very attentive to making a womAn look great.
Irina Shabayeva won the Macy’s I.N.C. challenge for Project Runway and went on to be the Season 6 winner in 2009. Impressed with her design vision, Macy’s stayed in touch. “Our Macy’s I.N.C. SVP Stacey Rosenthal enjoyed working with her from both the business and design aspects,” said Jennifer Kasper, VP/Marketing, Macy’s Private Brands. “Irina understands the I.N.C. brand and was incredibly excited about her designs reaching a wide range of women. Irina and Stacey discussed color and print direction with a goal of creating a line to complement I.N.C., but with her own aesthetic.”
The collection is in two parts – one more casual, one more glamorous – both inspired by dance. Shabayeva unveiled the line in February at a special appearance at Macy’s Staten Island. The 20-SKU collection is now in 50 stores in Macy’s major markets and on macys.com. To complement the line, Shabayeva also designed four SKUs of shoes. “You can find Irina’s video webisodes on macys.com, covering her inspiration for the line, its debut to the fashion press and her Staten Island launch,” said Kasper. “Plus, we’re excited that Irina is included in Macy’s spring Backstage Pass marketing campaign. Her I.N.C. sign will have an embedded QR code, giving customers immediate access to her webisodes.”
Irina Shabayeva (center) at the media launch with Tim Adams, Chief Private Brand Officer, and Nancy Slavin, SVP/Marketing, Private Brands.