To Attract Gen Z Shoppers, Macy's Expands Its Private Brands

Apparel line And Now This is the latest the department store has introduced.

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Private label is a veritable gold rush these days with a number of retailers, from Amazon to Bed Bath & Beyond, aiming to attract shoppers with store-owned brands.

Macy’s is no stranger to this accelerating trend. The iconic department store recently launched an apparel line called And Now This, which is squarely aimed at Gen Z by offering a minimalist aesthetic, a sharper price point and a high penetration of denim.

And Now This

“It’s really making sure we have the best assortment for the existing customer as well as the younger customer,” Nata Dvir, the retailer’s chief merchandising officer, told Adweek.

“Each one of our brands has a purpose in our customer’s shopping journey.



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