Macy’s new men’s shopping experience is all about discovery.
Reimagining how today’s discerning male shopper wants to experience products in store, the department store chain debuted a new layout in flagship stores.
The major renovation at Macy’s Herald Square on its main floor men’s destination space now offers a 14,500-square-foot section featuring new products, fashion-forward brands and a smaller, curated 4,500-square-foot space dubbed The Park.
Visitors to The Park will encounter on-trend, cutting edge men’s fashion brands that will be completely refreshed every eight to 12 weeks. Macy’s sees this mini shop as a way to help customers build outfits from to head-to-toe across apparel, accessories and shoes, rather than forcing shoppers to visit disparate departments to collect everything they need to complete an ensemble. Brands featured in the rotating mix at The Park include Desigual, Avirex, Paisley & Gray, INC Onyx, Goorin Bros. and Brooklyn Brigade, among others.
“Macy’s curated assortment inspires our customer to express himself through fashion, while showing him how to effortlessly wear head-to-toe looks,” said Durand Guion, vice president of Macy’s fashion office, adding that the company knows its male fashion shoppers shop according to their style, and are “drawn to elevated fashion and continues to trust us to offer everything he needs, including the best brands and must-have items to update his wardrobe.”
Macy’s Herald Square unveiled the new main-floor look this week, where brand additions include Scotch & Soda, Coach men’s apparel and as a premium denim zone featuring J Brand, 7 For All Mankind, Fidelity, Naked & Famous Denim.
Mark Stocker, general business manager for men’s and kids, said, “This reimagination sets the bar with our men’s customer.” The retail chain plans to have the “concept rolling out to the remaining flagships with great fashion expressed in every Macy’s,” he noted.
To experience the latest styles, customers can check out The Edit at Macys.com, shop select items at macys.com/thepark, or follow @macysmen on Instagram.
The reimagination of men’s is the latest in the retailer’s move to up its game and provide differentiated shopping experiences to attract more younger consumers. It follows the creation of The Edit, the pop-up B8ta, the company’s themed Story installations at select Macy’s doors, and a push to bring more user-generated social content onto its home page.