American department store chain Macy's will bet on selling trendy men's clothing.
At the end of last week, a new shopping space was opened at the retailer's flagship department store in Gerald Square, New York. The area of about 1,350 square meters, with a rotating space inside, was called "The Park."
In Macy's press-release was reported that department store would update collections every 8-12 week. The main focus of the trading space will be on ultramodern clothes for men. Among the presented brands in the new conceptual 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 the top locations. Macy's plans include supplementing the menswear area with Scotch & Soda and Coach collections and expanding the premium denim brand area with Fidelity, Naked & Famous Denim, 7 For All Mankind, and J Brands.
Macy's new project within its department stores is a reminder of the deal with b8ta, specializing in the presentation of consumer electronics and innovative products in premium locations, including Macy's department store in Herald Square. Last week it became known that b8ta opens up the space to sell fashion and lifestyle brands called "Forum" in one of the department stores in Los Angeles, adding to the range of fashion brands of men's clothing.
These steps on the part of major retailers are a continuation of the trend that developed last year. The American chain of luxury department stores Nordstrom has opened its shop in New York City, specializing only in men's fashion. And Saks Fifth Avenue opened a men's clothing store in the Manhattan Financial District on the site of a women's shop and launched a space to sell luxury shoes for men in its new flagship.
Another signal to the market was the launch of the first-ever men's collection by the American women's clothing and accessories brand Madewell. In 2017, one of the largest food retailers, Target, announced the creation of its brand of men's clothing called Goodfellow & Co, which eventually became a standalone brand.