A BIG change has been announced by Macy’s as the brand promises to change a clothing issue hated by shoppers.
As part of the retailer’s revamped portfolio of brands, a new clothing line hit shelves and the Macy’s website earlier this month – with an official announcement on July 19.
Macy’s has been criticized by women over the past few years for often stating that their clothes are too large in size, but the On 34th line is said to have changed that.
“Macy’s is pleased to officially introduce our newest private label, On 34th,” said Nata Dvir, Macy’s chief merchandising officer (CMO), in a statement.
“We’ve spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life.”
Dvir continued, “The heartbeat and voice of the customer goes into everything we do and we know our customers love great brands that deliver on our promises of quality, style and value.”
“Through our reimagining of our own brand, one of our five Macy’s, Inc. growth vectors, we have the opportunity to strengthen our heritage while continuing to evolve and refresh our portfolio.”
On 34th is a comprehensive collection of women’s clothing and accessories created by designers for shoppers.
It has officially launched in stores and on the Macy’s website, and the mobile application will feature options for the collection starting August 17th.
Shoes from the line will arrive in Spring 2024.
The new collection is set to herald a plethora of changes and updates to Macy’s products.
Emily Erusha-Hilleque, SVP of Private Brands at Macy’s, emphasized that On 34th’s fashion focuses on modern elements that are “influenced by the voice of the customer and made for real life”.
“The launch of On 34th is an important milestone in Macy’s journey to enhance and redesign our private label portfolio that is designed with purpose and executed with thoughtfulness,” she noted in the official statement on July 19.
Macy’s called the collection a meeting point of reality and thoughtful fashion – where “real style meets real life”.
The brand also emphasized that they’ve listened to customers and done extensive research to ensure their thoughts on fit remain focused on the On 34th clothing line.
“Over the past 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 fit research and in-store shop-alongs,” the statement said.
“By listening to customers and putting them at the heart of its strategy, Macy’s will deliver superior fit, quality and value for money.”
Macy’s also emphasized the collection’s versatility in design to meet the needs of its shoppers and the variety of outfits their events require.
It is also said to be suitable for all body shapes.
“The on the 34thth “The collection design offers quality, style, value and inclusivity for the modern woman – designed to flatter and flatter all body types,” the statement reads.
“On the 34thth Design strikes a balance between classic and modern, with durable, uplifting, functional and beautiful fabrics.”
Shoppers can currently browse the new additions to the On 34th collection online.
For more related content, check out The US Sun’s coverage of the popular brand that has brought exclusive products to Macy’s starting at just $25.
The US program “Sun” also reports on Macy’s “optimistic concept” after the closure of 80 stores.