Macy's In Fashion Spring '11

p5

VOL 1 ISSUE 1 • SPRING 2011

Magazine of Style

PumPed for Spring Shoes p3

Irina for I.N.C.

back cover

fashioning the futurep11

maCy’s Has tHe rIgHt Impulsep9

Raising the Bar III: Macy’s newest BRand p7

Jeff Gennette: man of style p10

Macy’s honoRs Eunice Johnson Fashion icon p8

ma

rtIN

e

mo

LLyINtroduCINg

2 IN fasHIoN get more fashion news online at employeeconnection.net/findyourmagicstyle

Make Your Voice Heard!sHare your tHougHts wItH tHe edItors aNd be eNtered to wIN aN autograPHed CoPy of CLINtoN KeLLy’s booK.Visit www.employeeconnection.net/findyourmagicstyle and fill out the In Fashion survey by March 31. Let us know what you liked best … and what you didn’t. Suggest stories for upcoming issues. Complete contest rules are online. While you’re there, you can read the full interviews with our fashion experts, see more photos from Macy’s spring campaign and link over to fashion videos on macys.com.

Coming Soon maCy’s assoCIate styLe-over CoNtest ComINg tHIs summerStay tuned for details on Macy’s upcoming associate contest with winners enjoying trips to one of three cities: New York, San Francisco or Chicago. It’s more than a makeover contest; it’s a style-over event, with fun, fashion and more!

News will be available this summer on www.employeeconnection.net/findyourmag-icstyle. Save it as a favorite!

In the Fall Issue of In Fashion• TheLastWordonFashion–

Macy’s Media Relations

•Macy’sFashionIncubator

•HomeTrendDirection

• Macy’sSignatureBusiness Feature–Jewelry

•SpecialEventsBringFashiontoLife

Until then, visit www.employeeconnection.net/findyourmagicstyle for the latest Macy’s fashion news.

In Fashion is published by the Corporate Communications Department of Macy’s, Inc. 7 W. Seventh St., Cincinnati, OH 45202 513-579-7292

Editor in Chief: Jean Reisinger CogganManaging Editor: Mary Ann ShawmekerEditor: Sharon BatemanContributors: Margaret Grioli, Jane Hendrix, Dena ManheimerDesign: Sanger & Eby

Welcome to In Fashion, Macy’s new magazine of style.

We know how important it is to keep our store and

support associates top of mind in everything we do.

Our Marketing department may present the face of

Macy’s to our customers, but our selling associates are

the voice that brings us to life every day.

As we reach customers through dozens of market-

ing channels, it’s crucial that we speak with store and

supportassociatesinmulti-media,too.Tostartthe

style conversation, Corporate Communications is

introducing In Fashion, to be published seasonally

and shipped with Coast to Coast, and its online sister,

employeeconnection.net/findyourmagicstyle, which

will be updated on an ongoing basis.

In this issue you’ll discover Macy’s Impulse strategy,

Irina Shabayeva for I.N.C., our signature shoe business

andourtributetoEuniceJohnson.Youcanbe

connected to customer events, voting for finalists on

FacebookforMacy’sMillionDollarMakeoverwith

ClintonKellyandexploringourBackstagePasstrend

videos. (Check out Coast to Coast available in all

doors now.)

Retail is a fun business and we hope you find

In Fashion to be enlightening and entertaining.

Whether you make a store or support office your

home, please take the online survey to share what

you’ve enjoyed in these pages and what you would

like to see in the future.

Herecomesspring–enjoytheview.

Martine Reardon Macy’s EVP/Marketing

Connecting with our associates is a vital piece of the

fashion communication pipeline so I’m enthusiastic

about our new fashion vehicles. In the Fashion Office,

we create resources for Macy’s merchants but most

arenotseenbyassociates.ThroughIn Fashion and

thenewLearning&Developmentproductknowledge

guides in stores, we’ll share detailed knowledge from

our in-house fashion experts.

As Macy’s associates in support offices and stores,

you are our ambassadors, and we’re letting you in on

our fashion experts’ style secrets, the looks they’re

most passionate about, tips that will impact your per-

sonal style, and style savvy for working with customers.

Customers expect us to be authoritative voices on

how to put an outfit together. What’s really new for

spring is the proportion play of round, full shapes over

long or narrow. Getting this right is a challenge as

customers can’t always afford to buy a full new outfit.

Theideaswe’llsharewithyouwillprovidedetailsfor

how new wardrobe items can do triple duty for

multiple occasions. Fashion should be accessible and

fun, not hard to navigate. We hope you’ll be inspired.

In this issue, delve into spring trend, learn from our

fashion gurus, meet our man of style and discover

ournewprivatebrand,BarIII.Whenyou’rereadyfor

more, visit employeeconnection.net/findyourmagic-

style for full interviews and dozens of fashion photos.

We’re inspired; let’s think spring.

Molly Langenstein Macy’s EVP/Fashion & New Business Development

Magazine of Style

get PUMPed FoR sPRing

shoesMURiel gonzalez, evP aNd gmm/CosmetICs, fragraNCes aNd sHoes, Is “PumPed” for tHe sPrINg 2011 womeN’s sHoe busINess.

“tHe saNdaL sILHouette Has evoLved aNd Is more soPHIstICated; treNd-rIgHt styLes wILL uPdate aNy womaN’s sHoe CoLLeCtIoN.”

“our Customers are bouNd to steP out IN styLe wItH tHese Latest treNds for sPrINg.”

pale neutralsTHE NEW BASIC MUST-HAVE

wedgeFEMININE AND SExy

fit & activeTONING

wood work BOHEMIANCHIC

first take on Spring

INtervIew wItH nicole Fischelis, fasHIoN offICe womeN’s gvP aNd Head foreCaster

We’re excited about the spring fashion themes, new prints

and the many options for putting items together this season.

While we always listen to customer needs, associates can at

the same time be daring and offer something new and fresh

they haven’t thought of before.

Combinations that aren’t obvious look right this season:

dressywithcasual,structuredwithfeminine–thesametop

can pair with a flirty skirt, skinny denim or under a leather

jacket.Theoverallmessageisoneoffreedominwhatyou

can wear, such as a shimmering metallic top for day. One

item out of context makes the whole look new.

The impact of prints is inspiring, and each theme

has its own story:

Macy’sJourneysthemecapturesthespiritoftherainforest,

in deep colorations and fabulous new camouflage,

abstract and digital prints and recolored animal prints.

Look for printed pants, airy knits, geometric tops, terrific

underpinnings, maxi dresses and midi skirts.

For our Urban Island theme, I think of military looks but

alsoaboutoppositeattraction–pairingaweekenderjacket

over a soft dress. Key to this trend are slim crop cargo pants,

shimmer underpinnings, flirty skirts paired with utility fabric

bags, web belts and fabric-wrapped wedge shoes.

Nature Is always in seasonMacy’s BrInGs It to LIfe for sprInG macy’s is bringing the outdoors in as spring’s

first breath is felt across the country. though

a range is seen among families of

business, two essential trends will

envelop the store, both calling to

mind elements of the natural world.

journeysThe lush tropics are a rich combination of textures, colors and silhouettes. For women, acid bright silks, chiffon and romantic shapes combine effortlessly with vivid pattern ethnic prints and colors range from citrus orange and rose pink to earthy green and deep purple. For men, vibrant colors like raspberry, classic green and lemon chrome anchor the palette. Exotic florals and ethnic patterns collide in wovens, neckwear, swimwear and flip flops.


Nature blends with city spaces – a neutral palette is the landscape and dense greens fill the horizon. For women, vines and flowers, singing yellows, uninhibited greens and spicy oranges of the outdoors mix with charcoal grays and pebble beiges of the city. For men, sophisticated utility is the message with tonal hues of tan and sand playing against uniformed shades of green, olive, moss and kale.

get more fashion news online at employeeconnection.net/findyourmagicstyle IN fasHIoN 5


My View… RUssell oRlando fasHIoN offICe CeNter Core vPWhatdoIfeelismostexcitingaboutspring?Thecombinationofdresswithcasualmakesit

differentandnew,andthefootinterest.Plustheplayofproportion–it’snottheoldwayofdressing.

Inaccessories,theutilitarianthemeand“lace-up”aredrivingtrends.Pairingacasual,lace-up

bootie with a dress is a key look for spring … taking feminine and flirty and adding a utility

edge.Bigthisseasonarejackets,gracefulblouses,flirtyskirtsandairyknits.Theotherbig

message is the new pales, a dressy aesthetic. Our customer will love the look of new pale

neutralcraftedshoesandhandbags.WhenyoulookattheHotListforthecentercoreand

apparel categories there is a stark contrast. What is new is how it’s being put together.

JEWELrY

bold rings Jewelry is all about rings, charms and rose gold. Oversized and stackable gold and diamond rings are big. Charms and

bracelets are strong. What really strikes a chord with me is the pale neutral, the rose gold

story, especially in watches.

HanDBagS

utility & canvas For bags, what is new is utility, the market tote. Where you would typically see leather looks on our floor, this season we’ll see a variety of fabrications: canvas, printed wovens and straw going into summer. Coming on strong for spring – small swing pouches with just enough room for an iPod, phone and money. On the dressier side, look for pale, ruched bags.

WaTCHESrosegold

Listen to What Macy’s social media fans are saying…

Thanks, Macy’s! Spring looks are here ♥ – J.B.

jeans and boots ?!?!?!?! *swoons* why am i at work today?!!!!! – A.K.

I did my whole shopping this past year @Macys :) love that store – E.B.

My spring must have is well-fitted black ankle pants. they go with anything and show off the great spring shoes! just bought 2 pair from Macy’s, Charter Club and JNY, love them both! – E.B.

Love this (I.N.C.) clothing line!! Loving all the pink and black trend again right now!! – L.H.

Loving the new Kinder line @Macys! My wallet just got a little thinner! – K.W.


she is feminine and fun; he is cool and stylish. Togetherthey’reyoung,hipandconfident,

and cannot resist the stylish clothes of Macy’s

exclusiveBarIIIlabel.Thistrend-drivencollection

featuresdistinctive,versatilefashion–including

work clothes cool enough to wear out at night

with of-the-moment accessories.

Launching in about 150 doors through

March,BarIIIispositionedintheImpulse

departments to attract the Millennial customer

and is merchandised by specific looks, not

classification. At an average price point of $58

and with fun dresses, great fitting fashion pants,

corset-seamed camisoles and silk/knit blend

tees and tanks, the pieces are designed to

mix and match for an individual look.

“TheBarIIIcustomeristheeditorofherown

wardrobe. She is an individual with a cultivated

sense of personal style. She is fashion-forward

andretailsavvy,”saidannO’rear,gVP/BarIII

andamericanragJuniors.Shenotedthatthe

ideal customer is a woman who loves to mix,

match and layer clothes until an outfit comes

together in a moment of stylish energy. She has

outgrown American Rag but is not quite ready

to transition into I.N.C.

Themen’slineoffersoptimal,versatile

layering pieces and is stylized with zippers,

mesh, perforation, slub fabrics and bright colors.

“Thisisthebrandwherewewillneedtotake

some risks and be ahead of the curve with the

leveloffashionquotient,”saidBradgartman,

gVP/PrivateBrandMen’sCollections/Sportswear/

YoungMen’s.gartmandescribedBarIII’sideal

male customer as men in their 20s or 30s who

are starting their first job out of college.

Toattractthecustomerswhotypicallyshop

atspecialtyretailers,BarIII’smarketingteam

partnered with some of the fashion industry’s

most influential young bloggers, whose styling

ofBarIIIlookswillbefeaturedinquarterly

look-booksinprintandonline.“Theyarethe

new opinion makers in the industry and are

known as fashion celebrities,” said O’Rear about

Janealdridge,rumineely,ElizabethSpiridakis,

TravisgumbsandJoshuaKissi.

In addition, advertising was based around

Macy’sfirst-everpop-upshopforBarIII,which

opened for the month of February. Located in

Manhattan, the boutique kicked off the launch

and created a buzz with both media and

BarIII’stargetcustomers.

maCy’s raIses tHe ‘bar’ oNCe agaIN wItH Its

Newest Private Brand

fun feminine versatile trendyaffordable

“This is a wonderful opportunity for us to partner with one of America’s most iconic and revered lifestyle authorities. Through the Ebony Fashion Fair shows, Mrs. Johnson filled a void in fashion by producing runway presentations that brought a new sense of style, drama and diversity to the industry, and we’re excited to present a glimpse of these historical shows to our customers.”

– MaRTine ReaRdon EVP/Marketing,Macy’s,Inc.

“It is a sign of my mother’s determination, confidence and creativity that more than 50 years after launching the renowned Ebony Fashion Fair show, her timeless sense of style endures as a guidepost for today’s fashion-loving women. We are honored that Macy’s, a 30-year retail partner of Fashion Fair Cosmetics, selected Eunice Johnson as the anchor for these exciting exhibits.”

– Linda Johnson Rice Chairman,JohnsonPublishingCo.


For the Love of Color a CeLebratIoN of euNICe JoHNsoN’s CoNtrIbutIoNs to fasHIoN, beauty aNd amerICaN HIstory. Macy’sandJohnsonPublishingCompanypresentedabeauty,fashionand

lifestyletributetothelifeofthelegendarystylemaven,EuniceJohnson,

EbonyFashionFairfounder.

DuringFebruary,Macy’shostedamonth-longretrospectiveofsomeof

thehautecouturedesignsfromJohnson’sprivatecollectionthatwere

featuredinthefamedEbonyFashionFairshows.


Macy’s Impulse strategy is making news with the launch of Kinder Aggugini in February. “Macy’s is aiming to get hipper – and muscle deeper into the contemporary market,” wrote David Moin, Women’s Wear Daily senior retail editor.

“Macy’s contemporary department started on the West Coast where many contemporary vendors are based,” said Molly Langenstein, EVP/Fashion and New Business Development. “Now that Macy’s is national, we can go after this customer across the country – in 250 doors – with key partners in the Stores organization.”

Integral to the ready-to-wear Impulse strategy are designer capsule collections, an exciting way to entice new customers to Macy’s and current customers to shop more often. Every two months a new collection will be unveiled, covering major markets and macys.com. Macy’s is marketing with Facebook

and mobile media to get the word out quickly and create customer engagement.

“We’ll get all of the product onto the floor on the same day, behind a curtain, so that it’s truly an opening,” said Langenstein. “Then when it’s gone, it’s gone.”

“The collections show Macy’s is moving ahead as a fashion leader,” added Nicole Fischelis, GVP/Fashion Office Women’s. “When I met Kinder I was taken by his creativity, his tailoring and his unique sense of whimsy and color. His history as head designer for Versace is impressive. With this collection, Kinder gives our contemporary customer strong individuality plus a modern twist for affordable luxury.”

With the collections, Bar III, Macy’s exclusives like Rachel Rachel Roy, plus market brands such as BCBG in select doors, contemporary shoppers who have that sudden desire for something new will first think – Macy’s.

Macy’s Has the Right

Impulse

Macy’s MILLennIaL custoMer: Who she Is & hoW she shopsVisit employeeconnection.net/findyourmagicstyle to find out.

Kin

deR

ag

gu

gin

i

KindeR aggugini

RacheL RacheL Roy

All News Is Good News:fasHIoN resourCes IN storesMacy’sLearning&Developmentisrollingout

three new resources to share fashion trend and

product knowledge. Created in answer to associate

requests, with input from merchandise execution,

selling effectiveness and merchants, they will

provide valuable information, supporting

associates to grow MAGIC Selling skills.

• LookforSelling Area FYIsthisspring–

one-sheet department overviews to bring

newcomers and those covering lunches or

shifts up to speed quickly. Associates shared

withLearning&Developmentfieldteams

what their customers expected them to know

and this most-wanted information became

the backbone of the content.

• QuarterlyNew-in-Stores will be updated in

May, August, November and March, covering

trends that impact most stores, including key

item and private brand details plus activities

toputtheknowledgetouse.Thistoolwill

enable Fashion Office seasonal trends to be

translated to our customers through our

in-the-know associates.

• TheProduct Essentials Library will debut with

Homeinformationinapril,ready-to-Wear

2/Watches in May, Ready-to-Wear 1/Center

CoreinJuneandMen’sinJuly.

Thiswealthofnewknowledgewillonlybebeneficial

if it’s actually used so as these tools are presented,

there will be an accompanying process that will

guide sales managers and district merchants on

how to use each one in a way that will drive sales.

By using these resources, associates

will find they’re more successful in selling

and more confident and more comfortable

in their interactions with customers.

That’s the best news of all!

Jeff gennetteA True Icon of StyleIn FashIon sPoKe wItH CHIef merCHaNdIsINg offICer JeFF gennette to LearN HIs styLe seCrets.

Here’s wHat He Had to say.Q: What trend would you like

to see back in your closet?A: Wider ties! I own a lot of them that I’m not

wearing as often due to the slim neckwear trend.

Q: Unlike holding onto these ties, when is it time to purge items in your closet?A: ThegeneralruleIfollowisthatifyouhaven’t

worn something in a year, it’s time to donate it.

Q: What is the best piece of fashion advice that you received?A: If I want to know what’s going on in Men’s Fashion,

IaskDurandguion,VP/Men’sFashionoffice.

Hehasflawlesstasteandisagreattrend-spotter.

Q: What is your favorite city to experience fashion?A: I will get a strong sense of the trends when I am

inParis.Thedepartmentstores(unlikeLondon)

are edited, with trends and color consistent

throughoutthestore.retailerssuchasLeBonMarché,

Merci and Galeries Lafayette are very inspirational.

Q: Who is your favorite designer?A: Ralph Lauren; he is a true icon of American style for men.

Q: When you think of luxurious, what comes to mind?A: ralphLaurenPurpleLabeltailoredclothing.

Q: With a budget of $100, what key items are necessities for spring 2011?A: EverymanshouldshopfromourHotList.Hecan

pair slim, flat-front utility pants in olive green with a

double-pocket utility shirt in tan. An easy way to

introduce both color and pattern into his wardrobe

is with a checked dress shirt and a solid tie.

Q: Do you shop online at Macy’s for clothing or accessories? How does it compare to the in-store shopping experience?A: Macy’s really provides me with the best of both worlds.

Theassortmentsandservicedetailsonlinecontinuetoevolve,

and our in-store experience truly helps me put it all together.


“ I’d tell a Macy’s customer what I’d tell a friend – if you buy only three things this season, make it a light colored suit or sportcoat, a checked dress shirt with solid tie and brown dress shoes. I’d steer them to a fitted silhouette or something military-inspired from our Threads & Heirs or Tasso Elba lines for a look that embodies spring.”

durand guion,Macy’sFashionOfficeVP/Men’s,

on what men should add to their wardrobes

the Last word“ Clinton Kelly can be brutally honest, but he has good intentions.

He truly wants others to walk through life in the best way for them and he gives advice with panache and style. He has no interest in which celebrity is wearing what. He is more interested in every person being the best he or she can be.”

gena casciano,Macy’sDirector/nationalEvents&PartnershipMarketing,

onworkingwithClintonKelly,Macy’sMillionDollarMakeoverhost

“ Macy’s Home has an Ocean View theme this spring – new blues throughout the floor. Our Hot List includes geometrics and leaf motifs in textiles and decorative housewares. From now through summer, stores will bloom with Retro Florals. On the Hot List are statement headboards, housewares and textiles with words and explosive flourishes, plus vintage-inspired floral dinnerware, accessories and vases.”

stephen cardino,Macy’sFashionOfficeVP/Home,on2011springtrend

“ When shopping for yourself, remember my 2 + 2 rule. You should have at least two occasions to wear something (work, weekend or evening) and it should go

with at least two other pieces already in your closet. ”“A dark work wardrobe can be anything but dull. There are four components that make an outfit interesting: color,

texture, pattern and shine. Try adding two each morning when you’re getting dressed. For example, a man could wear a checked shirt (pattern) and a blue tie (color) with a dark suit. Women could try a metallic shoe (shine) and a tweed skirt (texture).”

clinton Kelly,hostofMacy’sMillionDollar

Makeover, sharing his style secrets


Fashioning the Future of Macy’sINtervIews wItH Molly langenstein, evP/fasHIoN & New busINess deveLoPmeNt aNd KaRen sMith-haRvey, svP/fasHIoN foreCastINg & treNd dIreCtIoN

What is your role in fashion at Macy’s? ML: I help develop

overall fashion direction and identify

trends that translate into sales

opportunities. One of the biggest

pieces of my job is identifying “white

space” gaps in our assortments.

I love working with our merchants

to prioritize our biggest sales

opportunities and ensuring we’re

communicating to our customer with

one voice, whether we’re working

with our merchants, our exclusive

vendors or our leased departments.

What is the Fashion office role?

Ksh: We create the inspiration and

work with our merchants to bring it to

life.OurFashionDirectorsforecast

the color focus and mood of the

season a year in advance. Once the

merchants see it, they translate it to

reality, delivering excitement that

blends into their core assortments.

WealsodeveloptheHotList“must-

haves” for the season and work

with Macy’s Marketing and Visual

Group on advertising and in-store

presentation around trend product.

Our goal is to motivate merchants to

deliver the best cohesive trend ideas

and the most current fashion-forward

items within their respective brands’

lifestyleDna.

What do you love most about Fashion office work?

Ksh: I love product, but it’s the

visionIlovefirst–whattheFashion

Directorsforecastandmakehappen

in color, shape, style and lifestyle. I

love inspiring buyers, helping them

seek and develop new products to

excite our customers. For example,

StrawisontheHotList,andrussell

OrlandoforecastedtheJourneys

trend–theresultingHotListitemis

the straw market tote! We hope

sales associates will encourage

customerstolooktoourHotListto

add newness each season. Newness

is what brings our customer back to

Macy’s more often!

What other areas does the Fashion office influence?

ML: In addition to setting trend

direction, we optimize timing.

We often see trends starting with

younger customers or on the coasts,

and then being adopted more

broadly. Our role is to determine

when we feel customers will be

ready for new looks.

how would you describe Macy’s view of fashion now?

Ksh: We’ve become much more

fashion-focused, and it’s exhilarating.

Thebestofthebesthasemerged.

You can see it in our stores and in the

merchants’ product presentations.

Our processes are more refined

and together we are all benefiting

fromtheendresult–thenewness

in product details that our

customers want.

What changes have you seen in the fashion industry?

ML: You no longer have to be in

the business to be in the know. You

can see photos right off the runway.

Thereisnoneedforaticket–it’sout

there and free. So customers are

impatient. If it’s accessible fashion,

affordable to them, they want to see

it in the stores now. Our job is to

get it for them in the right way.

What hasn’t changed through

the years is where trends come

from–reinventedreferencestothe

past and from looks on the street.

We need to look at both as reference

points.Timinghasaccelerated,but

the origins have not changed.

from ProJeCt ruNway to reaLIty:

Irina designs for I.N.C.IrINa Is very atteNtIve to maKINg a womaN LooK great.

IrinaShabayevawontheMacy’sI.n.C.challengeforProjectrunway

and went on to be the Season 6 winner in 2009. Impressed with

herdesignvision,Macy’sstayedintouch.“OurMacy’sI.n.C.SVP

Stacey Rosenthal enjoyed working with her from both the business

anddesignaspects,”saidJenniferKasper,VP/Marketing,Macy’s

PrivateBrands.“IrinaunderstandstheI.n.C.brandandwasincredibly

excited about her designs reaching a wide range of women. Irina and

Stacey discussed color and print direction with a goal of creating a

line to complement I.N.C., but with her own aesthetic.”

Thecollectionisintwoparts–onemorecasual,onemore

glamorous–bothinspiredbydance.Shabayevaunveiledthe

line in February at a special appearance at Macy’s Staten Island.

The20-SKUcollectionisnowin50storesinMacy’smajor

marketsandonmacys.com.Tocomplementtheline,Shabayeva

also designed four SKUs of shoes.

“You can find Irina’s video webisodes on macys.com, covering

her inspiration for the line, its debut to the fashion press and

herStatenIslandlaunch,”saidKasper.“Plus,we’reexcited

thatIrinaisincludedinMacy’sspringBackstagePassmarketing

campaign.HerI.n.C.signwillhaveanembeddedQrcode,

giving customers immediate access to her webisodes.”

Irina Shabayeva (center) at the media launch with Tim Adams, Chief Private Brand Officer, and Nancy Slavin, SVP/Marketing, Private Brands.

Documents

Macy's In Fashion Spring '11