If shopping Macy's Lenox Square, the largest and one of the trendiest stores in the company’s Central division, isn’t exciting enough for customers, the store will also throw in a ride on a giant pink pig.
Macy’s re-created Priscilla the Pink Pig, and other traditions begun at Atlanta-based Rich’s after that 28-store chain was integrated into Macy’s in 2003. Rich’s stores were renamed Macy’s in 2005. Priscilla is part of the company’s My Macy’s initiative and is an example of how the nationwide retailer is intent on embedding in the communities it serves. The original downtown Rich’s flagship launched Priscilla the Pink Pig, a Christmas children’s ride, in 1953, complementing the Great Tree lighting on top of the store, begun Thanksgiving night, 1948. Rich’s downtown store closed in 1991, and both attractions were reinstated at the Lenox Square unit in 2003 and 2000, respectively. Macy’s employees also continue to participate in volunteer charity programs begun through Rich’s, including Partners in Time.
And Macy’s is ramping up its local focus even more. Consolidating seven divisions into four, the Lenox store became part of the 238-store Macy’s Central Division in May. Regional teams increased from 20 to 80 people, all charged with focusing on local markets, such as Atlanta, Pittsburgh and St. Louis, within the division.
“We have more regional and district planners now, who identify how each market is unique,” says Drew Pickman, chief merchandising officer of Macy’s Central. “Systems are in place so we know sizes, local preferences and tourist traffic, and we can plan accordingly.”
The 433,000-square-foot Lenox Square flagship opened as Rich’s in 1959, and since then has undergone a number of renovations and expansions, including a 1995 makeover in time for the 1996 Summer Olympic Games in Atlanta.
The first floor of the three-level store is moving toward more updated, trendy merchandise, says Pickman. Handbags, one of the fastest growing categories, focuses on brands like Dooney & Burke, Cole Haan and Michael Kors. Many of these brands include selling specialists to educate customers.
Cosmetics is also growing, with unique features such as the Macy’s exclusive line Lush, a Cosmetics Deli, featuring soap and bath products in an open, market format, with sinks that encourage customers to experiment.
Drawing a range of international, regional and local customers, the Lenox store requires a broader array of product geared toward each segment than stores in smaller markets.
At Lenox, a display of Beijing Olympics-themed merchandise from Polo Ralph Lauren and other vendors targets international customers. Macy’s Lenox also has depth in career apparel, including Jones New York for women and Hart Schaffner Marx suits for the business crowd.
Regionally, as Atlanta has become a mecca for the music industry, the store has stocked up on brands like Emporio Armani, Ed Hardy and Hugo Boss. The trendy local clientele has also inspired an explosion of premium denim, which has doubled in space twice in the past year, and now occupies one-fourth of the entire first floor, along with accompanying T-shirt lines, such as Calvin Klein, Buffalo and Affliction. Junior departments tie together best-selling brands like Roxy, Baby Phat and American Rag, plus Macy’s private labels, in vignettes that put entire looks together.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)