Macy’s will launch an exclusive activewear line this spring called Ideology, and has tapped “Dancing With the Stars” veteran Cheryl Burke as the collection’s face and brand ambassador. The line of jackets, tops, yoga pants, shorts, sweatshirts and sports bras will debut in February in 160 Macy’s doors.
“I’ve been a lifelong shopper at Macy’s, and when they approached me to come on board to be a spokesperson for Ideology, I jumped at the chance,” said Burke. “The clothes are very me. They’re just like what I normally wear for rehearsals or to workout in, and the sports bras are quite possibly the best I’ve ever encountered.”
Burke, 27, is a two-time winner of “Dancing With the Stars” and is currently in the semifinal round this season with partner Rob Kardashian, which airs Mondays and Tuesdays.
The collection is priced from $7.98 to $58 and will be the entry-level price point among the department store’s activewear assortments. There will be deliveries of about 30 new sku’s a month under categories that Macy’s dubs sweat, stretch and relax. Sweat pieces incorporate performance fabrics with moisture-wicking properties, the stretch component emphasizes spandex blends for comfort and the relax range includes fashion pieces such as jackets and anoraks for post-workout or running errands.
“Women’s activewear is about a $9 billion business in total, and we saw a big white space within Macy’s to capture more of that,” said Nancy Slavin, senior vice president of marketing at Macy’s Merchandising Group. “We are targeting a fashion customer around 35 years old, who can wear this line when she’s working out or just for weekend activities.”
In some stores, Ideology will sit in the Macy’s activewear department near brands such as Nike, Puma and The North Face. In stores without dedicated activewear departments, Ideology will sit in the better sportswear department.
Macy’s expects to expand Ideology into more than 300 doors by 2013. The retailer operates about 810 stores. “The expectation is that this will be a significant player in this zone, with a significant footprint in Macy’s stores,” said Slavin.
Burke has a yearlong deal to promote Ideology in a marketing push that includes in-store appearances and a branded Facebook page and Twitter feed. Next fall, Burke is expected to appear on the 14th season of “Dancing With the Stars,” and Macy’s plans to integrate Ideology into the show. Macy’s has been an advertiser on the dance competition for several seasons.
“Burke is one of the highest-profile dancers on the show. She is known for her talent and athleticism, but she’s also very curvy and relatable to our customer,” said Slavin.
@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)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews