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Macy's Unveils Four Renovated Floors, Way More Mannequins

Photo: <a href="http://www.wwd.com/retail-news/department-stores/macys-herald-square-makeover-hits-four-more-floors-8031378">WWD</a>
Photo: WWD

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That massive, $400 million, makeover at Macy's Herald Square has just reached a major milestone: Today, the department store unveiled four renovated floors—including the fourth, fifth, eighth, and lower levels—WWD reports, as well as the equally important addition of "substantially more mannequins."

Turns out, Macy's wasn't kidding around about that plan to focus on uber-American brands in order to lure foreigners looking for a souvenir: One of the biggest updates is the new fourth-level Lauren by Ralph Lauren shop-in-shop, the largest in the world, which has its own private fitting rooms. Across the floor, there's also a Tommy Hilfiger station, which includes a fireplace and a very American decorative motorcycle. And though the space had previously been used as a stockroom, Macy's was able to sell it to the brand because both the Empire State Building and an American flag are visible from the window.

There's also a new "premium denim" area, which features spots for DKNY, Calvin Klein, Levi's, Joe's Jeans, Kind Of, DL, Citizens of Humanity, and Free People—a new brand for the store.

Also new to Macy's: more mannequins. "I can prove that when something is on a mannequin, it sells better," executive vice president Tim Baxter told the paper.

Though the renovations are 75% completed, representatives say, there are still two more floors to go. The one-and-a-half floor—currently home to sportswear— will soon display "modern" collections, while the third floor will be used as a dumping ground for "Millennial-targeted products." So ... erm, stay tuned to find out what those are.

· Macy's Herald Square Makeover Hits Four More Floors [Racked NY]
· Everything We Know About the Macy's Herald Square Makeover [Racked NY]


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