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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)