Macy’s launches new private brand On 34th
Macy’s introduced on Wednesday a new private brand, as part of the company’s reimagined customer-centric private brands portfolio.
Dubbed ‘On 34th’, the brand launches on August 17 to offer a women’s apparel and accessories collection of classic pieces for modern life. Designed for women, by women, the collection features wardrobe staples like pants and special pieces. On 34th shoes are also expected to launch for spring 2024.
In fact, the collection has over 750 SKUs and over 250 unique styles, designed to be easily mixed and matched to create over 1,000 outfits. Prices range from $18.50 to $299.50 and sizing ranges from XXS to 4X and 0 to 26W. On 34th will be available for purchase at Macy’s stores, online at Macys.com, and through the Macy’s mobile app.
“Macy’s is thrilled to officially introduce our newest private brand, On 34th. We have spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life,” said Nata Dvir, Macy’s chief merchandising officer.
“The heartbeat and voice of the customer is infused in all that we do and we know that our customer loves great brands that deliver on our promise of quality, style and value. Through our private brand reimagination, one of our five Macy’s, Inc. growth vectors, we have the opportunity to reinforce our legacy while evolving and refreshing our portfolio.”
On 34th is the first of four new brands that will be introduced as part of Macy’s private brand portfolio reimagination which will run through 2025. The move comes as Macy’s private brand portfolio sees a decrease, representing roughly 16% of brand sales in fiscal 2022, when historically it has been as high as approximately 20%.
To reach this level once again, tor the last two years, Macy’s has conducted extensive research, with over 100,000 online surveys, 35 days of digital community engagement and hundreds of hours of in-store fit research and shop-alongs to create its new brands.
“On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life. This new brand is designed by women for women who run their world, with confidence and joy,” said Emily Erusha-Hilleque, Macy’s SVP of private brands.
“The launch of On 34th is an important milestone in Macy’s journey to elevate and reimagine our private brand portfolio which is designed with intention and executed with attention. We are developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data, and the intuition of a talented team. All in service of fostering brand love for Macy’s.”
