Macy’s Introduces State of Day - a New Restwear, Sleepwear and Innerwear Brand
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Insights
The introduction of Macy's new private brand, State of Day, represents a strategic move to capitalize on the growing demand for comfort wear, which has been a rising trend especially post-pandemic. The focus on restwear, sleepwear and innerwear aligns with consumer shifts towards prioritizing comfort and versatility in clothing. The collection's launch is a clear attempt to differentiate Macy's product offerings and potentially increase customer loyalty and average spend per visit.
With over 25,000 women surveyed, the customer-centric approach in product development could lead to a more tailored and successful product line. The emphasis on size inclusivity and a broad price range also indicates Macy's commitment to catering to a diverse customer base. This strategy may drive sales volume and enhance the brand's reputation for inclusivity. However, the success of the collection will depend on its ability to stand out in a competitive market where numerous brands are vying for market share in the comfort wear segment.
The launch of State of Day is likely to impact Macy's financial performance in several ways. First, by expanding its private brands portfolio, Macy's stands to improve its gross margins, as private brands typically offer higher margins than third-party brands. Additionally, the pricing strategy, ranging from $8.50 to $79.50, suggests an accessible luxury approach that could appeal to a broad consumer base without alienating price-sensitive shoppers.
Investors should monitor the brand's performance in the coming quarters for indications of its contribution to Macy's revenue growth and profitability. It will be essential to evaluate the marketing and operational costs associated with the launch and whether these are offset by the generated sales. The long-term impact on the stock market will be contingent upon sustained customer interest and the ability of State of Day to secure repeat purchases, which are critical for the brand's longevity and Macy's overall financial health.
Macy's introduction of State of Day reflects a broader industry trend where department stores are increasingly investing in private label brands to differentiate themselves from competitors and e-commerce giants. The decision to incorporate extensive customer research, including fit clinics and surveys, into the development process demonstrates a keen awareness of the importance of customer engagement and satisfaction in driving repeat business.
From an industry perspective, the success of State of Day could serve as a case study for other retailers considering a similar strategy. However, it will be crucial for Macy's to maintain a high level of quality and consistency across the collection to establish a strong brand identity. The ability to integrate customer insights with Macy's heritage could create a compelling narrative that resonates with consumers, potentially influencing other retailers to adopt a more customer-centric approach to product development.
State of Day is the latest brand to launch as part of the company’s reimagined private brands portfolio
State of Day is designed to take the busy woman from sunrise to slumber and all the little moments in between. (Photo: Business Wire)
“We are excited to unveil State of Day, our latest private brand at Macy’s. The new restwear, sleepwear and innerwear collection is designed to provide comfort, versatility and style for the modern woman,” says Emily Erusha-Hilleque, SVP, Private Brands for Macy’s. “State of Day is a testament to our commitment to deliver exceptional quality, style and value with our in-house brands. We continue to build a relevant, design-led modernized portfolio, weaving customer insights with Macy's rich heritage to meet our customers' evolving preferences and lifestyles.”
From sunup to sundown, State of Day helps her relax with staples like the easy lounge pant, the soft and breathable tank, the plush robe, and cozy tees. The assortment is simplified femininity that can be effortlessly put-together. It features soft and luxurious fabrics that are easy to clean, comfortable to wear and size-inclusive for everyone. It’s clothes she can relax in that feel good on the body and the heart.
Feel Good Fabrics
State of Day was inspired by the busy woman who desires to retreat from the hustle and bustle of the day and strives to enjoy the comfort and joy of being home. The collection features luxurious materials that feel like a hug with fabrics known for their quality, performance, and reliability. These fabrics range from warm, cozy knits to crisp, cool cotton, chosen for their ability to regulate temperature and help deliver the most optimal comfort. State of Day has luxe textures and softness to create an elevated look with silk-like materials, modal blends, sweater-knits and finely detailed lace and mesh.
The collection includes over 165 pieces with prices ranging from
Informed by Customer Research
The customer's voice is at the center of Macy's private brand reimagination. After surveying over 25,000 women and conducting 60 in-store hours of fit clinics, women were able to share their desired feel, function and fit. This research showed that women look for pieces that offer a wide range of options and provide the highest level of comfort. State of Day exists to help women slow down, feel good and take a break from running her world.
About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated Macy’s small format stores. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our purpose—to create a brighter future with bold representation that empowers more voice, choice, and ownership for our colleagues, customers, and communities.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240208017967/en/
Julissa Bonfante / Erin Dougherty / Gillian Boyland
communications@macys.com
Source: Macy's
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