For some time now, Macy’s has been rethinking the indoor experience. It’s Story concept, which features rotating seasonal themes, has given shoppers an engaging reason to put down their devices, hop in the car, and visit a physical store. This strategy lines up with what we’ve heard from numerous brands, who say that today’s consumer is increasingly expecting in-store shopping to serve as an experience. Now, Macy’s is pushing its efforts even further by reimagining its flagship location.
 
Macy’s Herald Square has unveiled a major renovation to its iconic 34th Street flagship main floor men’s destination. The reimagined store layout features new and exciting products, fashion-forward brands, and a curated space for highlighting trends that is called The Park.
 
The 14,500-square-foot main floor experience is a lifestyle hotspot for the fashion-conscious, urban customer to be inspired. There, the customer can discover new brands and fashion in a trendy setting. The space features new additions Scotch & Soda, Coach men’s apparel, and a premium denim zone with J BRAND, 7 For All Mankind, Fidelity, Naked & Famous Denim. The space also boasts a revolving door of new brands, including Desigual, Avirex, Paisley & Gray, INC Onyx, Goorin Bros, Brooklyn Brigade, and more.
 
The Park is a 4,500-square-foot hub within the experience that features on-trend, cutting edge men’s fashion and completely refreshes every eight to 12 weeks. The Park provides shoppers the opportunity to build outfits from head-to-toe across apparel, accessories, shoes, and more.
 
“This reimagination sets the bar with our men’s customer,” says Mark Stocker, General Business Manager of Men’s and Kids. “We’re transforming his shopping experience, and I’m excited to see the concept rolling out to the remaining flagships with great fashion expressed in every Macy’s.”
 
Durand Guion, Vice President of Macy’s Fashion Office, adds, “Macy’s curated assortment inspires our customer to express himself through fashion, while showing him how to effortlessly wear head-to-toe looks. We know that he loves to shop according to his style, is drawn to elevated fashion, and continues to trust us to offer everything he needs, including the best brands and must-have items to update his wardrobe.”
 
Overall, this enhancement is compelling. Brands in the apparel space have recently been expanding more into a broader “lifestyle” category. With this new focus on the lifestyle of the male urbanite, Macy’s stands to gain and retain a younger segment.

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