New York, NY, United States (AHN) – Mixing the high-end with the low-priced is the trend right now. After Target, H&M and Gap experienced success with high-end designer collaborations, Macy’s is trying it on for size.
Macy’s announced on Oct. 21 that it will stock a series of limited-edition designer collections starting in Feb. 2011. Each collection will be available for about two months.
Macy’s first collaboration collection will feature Kinder Aggugini, an up-and-coming designer from London. Though he’s a bit unknown in the U.S., his clothes are sold at a few boutiques stateside, including If in New York and Ikram in Chicago.
The Kinder Aggugini collection will be available at 250 Macy’s locations in the Macy’s Impulse departments – geared toward younger men and women consumers – and pieces will vary in price from $50 to $300. Aggugini’s first collection will include silk draped dresses and leather military jackets to make everyone hopeful for spring weather.
“This customer loves to shop,” Jeff Gennette, chief merchandising officer of Macy’s, told the New York Times. “She wants to be in our store all the time, and we’d better be interesting.”
Is Macy’s looking to increase its sales after the holiday spending binge they’re hopeful shoppers will have? Possibly. BusinessWeek recently featured the retailer as localizing its selections for merchandise and catering to each city’s customer wants and needs. For example, there is great demand for women’s size 11 shoes in Chicago, and in Long Island, 1960s coffee percolators are in such demand, they sell more in the Long Island Macy’s than anywhere else in the country.
However, BusinessWeek reported almost the exact same story – Macy’s localizing their products and catering to each store location’s local market – last year around the same time.
Hopefully the new collaborations will boost business for Macy’s.