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Macy’s New Plan for Millennials

Specialty stores would target college towns



Macy’s (Cincinnati) is developing a new prototype geared toward attracting younger customers. The specialty stores, at just 8000 square feet, would be located in secondary and college markets across the U.S., reports Women’s Wear Daily. Sources told the news outlet that Macy’s is also working on concepts for outlet stores as well as additional stores in the Middle East.

Macy’s ongoing renovation of its Herald Square (New York) flagship will include the renovation of its basement, gearing it toward Millennials and younger shoppers. It will include such brands as Maison Jules, Bar III, American Rag and other private brands, as well as Vera Bradley and a blow dry bar. Sources say the idea to use the basement level has been met with some resistance internally, as such spaces usually carry a “bargain” connotation. The Herald Square space would serve to set the tone for the specialty store concept, Macy’s sources say.




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