Macy’s Private Brand for Chillin’ at Home

Macy’s has launched “State of Day,” a collection of innerwear, sleepwear and what executives refer to as “restwear.”

The move marks another step in the retailer’s efforts to modernize its private brand portfolio and improve sales results.

More from WWD

“The new restwear, sleepwear and innerwear collection is designed to provide comfort, versatility and style for the modern woman,” said Emily Erusha-Hilleque, Macy’s senior vice president of private brands. State of Day, she added, “helps women feel more comfortable and relaxed at home, whether that’s sleeping, drinking coffee, chasing kids, or just relaxing.”

Macy’s executives last year hinted at eventually offering a collection with “rest wear,” a term they credited themselves with coining, and which seems to encompass what’s commonly referred to as loungewear. According to Arusha-Hilleque, “Restwear is clothing that is designed to relax in [and] made specifically for the modern women to help her restore and retreat from the hustle and bustle of everyday life. It’s clothing that helps women achieve that ultimate state of rest.”

From the Macy’s State of Day marketing campaign.
From the Macy’s State of Day marketing campaign.

The 165-piece State of Day collection consists of lounge pants, tanks, T-shirts, robes, bras, bralettes, underwear, pajamas, nightgowns and sleep shirts. Prices are from $8.50 to $79.50, and the sizing is inclusive ranging from XS to XXL and up to 4X for sleepwear.

Macy’s said it surveyed more than 25,000 women and conducted 60 in-store hours of interviews to discuss feel, function, fit and their desire for greater comfort.

Macy’s has been overhauling its stable of 25 private brands, which as of last fall accounted for about 16 percent of the retailer’s volume. At one time, private brands accounted for 20 percent of Macy’s volume but in recent seasons executives have acknowledged softening in certain labels. “Reimagining” the portfolio — involving getting it more customer-centric, modern and differentiated from label to label — could get private brands back to or above that 20 percent level.

Macy’s private brand renewal strategy started taking off in the public eye last summer when On 34th, a collection of classics, wardrobe staples and special pieces, was unveiled.

This week, Tony Spring officially became chief executive officer of Macy’s Inc., succeeding Jeff Gennette. It’s to be determined if the private brand strategy stays on course or takes some new turns under the new management. For Macy’s, Kohl’s, Target, JCPenney and other department stores and mass merchants, private brands are critical because when they resonate with shoppers, they bring in higher margins than market brands, can be perceived as offering greater value and lower prices than market brands and can provide an air of exclusivity. Some of the larger volume private brands at Macy’s are INC, Charter Club, Style & Co., Hotel and Alfani.

State of Day underwear.
State of Day underwear.


Best of WWD