Macy’s has taken another leap forward in its quest to attract the Millennial male, launching a new private label for fall called the Bar III Carnaby Collection.
This story first appeared in the May 14, 2013 issue of WWD. Subscribe Today.
“It’s very contemporary,” said Nancy Slavin, senior vice president of marketing for Macy’s Merchandising Group.
Billed as “a modern and sophisticated spin on traditional British haberdashery,” the Carnaby Collection features suit separates, sport coats, vests, trousers, dress shirts and neckwear with superslim silhouettes. Inspired by London’s Savile Row, the offering includes tweed, herringbone and corduroy fabrics, checks and floral patterns and a rich color palette. Macy’s will unveil the line at a press preview in New York on Tuesday.
“Bar III is a brand we launched two years ago,” Slavin said, “[to appeal] to the Millennial Impulse customer.” The retailer was “aggressive” about its introduction into the women’s arena and expanded into men’s sportswear “and a little tailored clothing” about 18 months ago. “The tailored clothing piece took off incredibly well.”
She said Macy’s historically has had a more traditional tailored clothing bent, “but now with Bar III, we see a huge opportunity and void we can fill in the assortment for slim and extra-slim fit.”
Slavin added that Macy’s also “has a very developed collections business, but this is faster. It provides us more of a footprint for the younger customer.”
Retail prices for the Carnaby Collection, which will hit stores and online on Sept. 1, include shirts for $57.50, pants for $150, sport coats for $295 and vests for $90. “That falls within the price points of much of our men’s tailored clothing,” she said.
Slavin said that depending upon the consumer reaction, the line will continue beyond the fall season. “We will do it in a step-out way and see how the customer votes,” she said. “We would love to see some longevity with this, and if it’s successful, it could continue in spring 2014.”
The collection will be marketed in magazine advertising, online and in the men’s Impulse marketing and advertising initiatives. In stores, it will be presented as a lifestyle collection, with all pieces of the line merchandised together. “It will have very special visuals,” she said, noting that she believes it will sell best when “a guy sees it all pulled together.”
She said that the Bar III brand will continue to be the primary focus for the store, since “that’s the brand we’re trying to build.” And while trend collections tend to come and go, the master brands remain.
Interestingly, Macy’s sister company, Bloomingdale’s, is also jumping on the British bandwagon for fall. Last week, Bloomingdale’s revealed that it was planning a major British promotion which will include a large assortment of exclusive products and designer additions.