In a strategic move to enhance its menswear offerings, Macy’s has launched a new private label, “Mode of One.” This initiative aims to fill the gaps identified through extensive market research pertained to contemporary male shoppers. Targeted primarily at men aged 25 to 40, Macy’s seeks to adapt to a demographic that is observably more selective and price-conscious in today’s market.
The “Mode of One” collection features a diverse range of styles, from relaxed suiting to casual streetwear, ensuring an inclusive option for various fashion preferences. Prices for items in this line will range from $25 to $160, making it accessible to a broader audience. According to Emily Erusha-Hilleque, Macy’s Senior Vice President of private brand strategy, the new label is specifically designed for “modern contemporary guys,” who desire to express their individuality through bold and unique styles.
Macy’s initiative aligns with a larger goal to revitalize its men’s apparel segment, which has faced challenges in recent years. During an earnings call in August, Macy’s CEO, Tony Spring, highlighted the need to address these weaknesses and noted that contemporary styles represent a significant opportunity for growth within their men’s business.
Macy’s broader strategy involves expanding its private label sales from 15 percent in 2023 to 25 percent by 2025. As part of this endeavor, the company has begun phasing out older private labels that no longer resonate with today’s consumers. Traditional brands like Charter Club and Karen Scott have been dropped in favor of fresh lines such as sleepwear brand State of Day and the revamped kids’ brand Epic Threads. Currently, Macy’s boasts a portfolio of 26 private labels, with “Mode of One” being a timely addition.
The launch of “Mode of One” not only focuses on trendy apparel but also incorporates a modern marketing approach. Learning from successful brands like Aimé Leon Dore, the campaign was styled by Ouigi Theodore, the founder of the well-known menswear label, Brooklyn Circus. The social-first marketing campaign features brand ambassadors from various sectors, including NBA players Jalen Brunson and Josh Hart, and even celebrated chef Kwame Onwuachi, showing Macy’s commitment to tapping into influential cultural figures.
Additionally, the brand has strategically reintroduced Nike into its lineup, as the sneaker giant shifts back towards traditional wholesale after a significant period focused on direct-to-consumer sales. This re-engagement reflects Macy’s intention to cater to younger male consumers, further diversifying its product assortment.
Despite the ambitious plans put forth by Macy’s, questions remain about the potential success of the “Mode of One” line in driving sales. Jeff Sward, co-founder of consultancy Merchandising Metrics, has voiced concerns regarding the brand’s narrative. He argues that while having an extensive and diverse product range is beneficial, a compelling brand story is crucial in today’s market to distinguish itself from competitors. The message needs to resonate deeply with consumers similar to what is being accomplished by Macy’s women’s line, “On 34th.”
This restructuring of Macy’s private label business comes at a pivotal moment. With plans to close 150 stores by 2026 under the “A Bold New Chapter” initiative, the company is seeking resilience amid challenging economic conditions. Erusha-Hilleque, who previously played a significant role in the success of Target’s private label brands, emphasized the importance of creating brands that are not only customer-centric but also reflect the evolving values and expectations of the target demographic.
In conclusion, Macy’s “Mode of One” label represents a calculated effort to cater to the contemporary menswear shopper amidst shifting consumer behaviors and market dynamics. If successful, this initiative could not only bolster their men’s apparel division but also set a precedent for future growth in the private label sector.
