View Slideshow

NEW YORK — Alberta Ferretti is next up in Macy’s designer series for the store’s Impulse contemporary department.

This story first appeared in the February 1, 2012 issue of WWD. Subscribe Today.

The Italian designer has created about 30 pieces inspired by the Amalfi Coast to be sold exclusively at Macy’s for 10 weeks starting April 17. Feminine dresses, peasant blouses, garden-party looks, oversize and abstract floral prints, knitwear and delicate fabrications like chiffon and voile are in the mix.

“The collection I created is fresh and bright, featuring light summer clothing that evokes the spirit of my beautiful country and is at the same time true to my style,” Ferretti said.

“Alberta Ferretti’s thriving business, international appeal and modern aesthetic enticed us to collaborate with her,” explained Jeff Gennette, Macy’s Inc.’s chief merchandising officer.

“She’s very top of mind today,” added Martine Reardon, Macy’s executive vice president of marketing. “She just had two very successful shows. She appeals to an international consumer as well as an American consumer, and her fabrications are very soft, very feminine, chiffonlike, drapy, comfortable and really pretty, yet they look very elegant.”

Ferretti is the sixth designer in the Macy’s program that brings guest designers to the Impulse department. It began with Kinder Aggugini last February, and continued with Matthew Williamson, Giambattista Valli, Karl Lagerfeld and Doo.Ri., which launches this month.

The Ferretti collection will be in 185 Macy’s locations, compared to 220 with previous capsule collections. “With the omni-channel business really rising, we may not always have to have every single item in every store,” Reardon said. “We are trying to understand where these collaborations work very well, and where it’s not working so well, but in each case we always want to make sure that we are giving solutions to customers” that satisfy their wardrobe needs. Macy’s continues to tweak its designer strategy for Impulse, and is currently in talks with several designers on future capsule collections for this year and next, continuing at a rate of about five a year, Reardon said.

Ferretti’s collection will be priced from $49 to $119 and will target Millennials, specifically women 26 to 29, though Reardon said someone who is 18 will be able to find a dress for a prom or wedding, and several styles are appropriate for women in their 40s.