In an effort to attract a younger audience, Macy’s will introduce a wider array of athletic apparel to its stores this month. Brands will include Nike, Under Armour and the North Face, among others.
“We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors — from the yoga studio to the weight room, to hiking and rock climbing,” said Jeff Gennette, Macy’s chief merchandising officer.
It’s no surprise that the department store saw an opportunity for growth in the category, as athletic apparel is key among Millennials, who are already purchasing two to three times more clothing than previous generations.
Further, athletic apparel is no longer just for working out. These days, Millennials want to look good in their athletic gear while at the gym or running errands, making it “lifestyle” apparel, more than anything else. This category shift has been also a driving force behind the success of Lululemon Athletica, the third most successful U.S. retail store in 2012.
Macy’s introduction of additional athletic brands will also include kiosk technology to further create a bridge between in-store and online shopping, allowing shoppers to find any brand in any store.
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