In the run-up to the holiday season, Macy’s is launching an array of fall initiatives, including a new home brand, a Trademark You promotional campaign and Macy’s Presents The Edit, a digital destination showcasing trending apparel and home looks curated by experts from the retailer’s fashion office.
Macy’s is introducing Oake this autumn, its newest private brand for the home as a lifestyle label mixing “mindfully made elements and thoughtfully chosen textures for a luxe yet affordable experience,” as the retailer characterized it. In modern design, the Oake assortment launches with textiles including bedding sheets, quilts, comforters, duvet, towels plus decorative pillows and throws. Constructions include select items made from a blend of cotton and TENCEL Lyocell fibers made from renewable wood sources and others made of 100% cotton with an Ethicot blend, a recycled cotton made from pre-consumer textile waste.
Many of the items are MADE IN GREEN by OEKO-TEX certified, which ensures an item is safe from more than 350 harmful substances, according to Macy’s. In honor of the Oake launch, Macy’s donated 50,000 trees to One Tree Planted, the retailer added, with the trees to be planted in California to help replenish forest cover that was lost during the 2020 wildfires.
The Trademark You campaign focuses on the power of creating a trademark style. An energetic advertising spot highlights emerging fashions and quick vignettes that follow four women as they create their trademark looks, Macy’s noted.
Available at www.macys.com/s/the-edit/, Macy’s Presents The Edit reviews style trends to help consumers identify the looks they want to explore for fall. The trend presentation provides a look at developments as identified by Macy’s including Tomorrow’s Heirloom, emphasizing the creation of fresh home spaces combining notable accent pieces that could be passed down throughout generations, the retailer indicated.
The excitement around fall fashion is definitely in the air and we have identified the must-have trends to embrace the change of seasons. From chic and monochromatic shades of gray to bursts of vibrant color guaranteed to brighten even the gloomiest days ahead, we are confident that we have curated the perfect options to help our shoppers discover their trademark style.
-Durand Guion, VP/Macy’s Fashion Office
Colors emphasize warming hues, constructions lean to natural woods and sensibilities skew toward wellness as expressed in clean air and bedding. As of press time, the Tomorrow’s Heirloom presentation was just beginning to appear on macys.com. On the apparel side, the trends fall under the designations All About Hue, defined by bright, bold colors, The Gray Area, a take on classic fall pieces in shades of gray standing in as the new black, and Down To Earth, inspired by the colors of fall, Macy’s pointed out.
Already, Macy’s is running a Create Your Cozy Space Space promotion prominently on its website with links to all the home categories it offers, including, for example, dining, where Lenox, Villeroy & Boch, and Tabletops Unlimited, a Macy’s exclusive collection, recently got top billing. Macy’s also featured furniture, Instant Pot and its Martha Stewart Collection prominently on the home landing page of its website.
In addition to its other initiatives, Macy’s is helping shoppers discover now trending products through a contemporary shopping guide. Macy’s features multiple home versions of its shopping guides online including a Small Kitchen Appliances Buying Guide, Outfit Your Kitchen and a Vacuum & Steam Cleaner Buying Guide.
“The excitement around fall fashion is definitely in the air and we have identified the must-have trends to embrace the change of seasons,” said Durand Guion, vp/Macy’s Fashion Office. “From chic and monochromatic shades of gray to bursts of vibrant color guaranteed to brighten even the gloomiest days ahead, we are confident that we have curated the perfect options to help our shoppers discover their trademark style.”