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Macy's Hopes to Attract Millennial Shoppers with 'One Below'

Brian Harkin

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Macy's hasn't been shy about wanting millennials to spend their hard-earned bucks with the department store. In April, the retailer announced that it would create "a millennial-centric basement that'll include labels like Vera Bradley, Bar III, Maison Jules, and American Rag, plus extras like a blow-dry bar," as part of their four-year, $400 million renovation plan.

Officially unveiled last week, the renovated basement is dubbed "One Below" and offers shoppers aged 13 through 22 the store's most popular junior brands in apparel, accessories, and beauty, mixing them with a wearable tech shop and a 3-D printing area, WWD reports.

"It’s all about getting and keeping them here," Louis Mastrogiacomo, Macy's executive vice president and general merchandise manager of ready-to-wear/millennial (yes, that's a title) said to the paper, summarizing Macy's plan for millennial domination. That won't be hard, considering One Below features a build-your-own-watch Fossil station (you can have your face engraved on it, natch), free WiFi, charging stations, jewelry and accessories created with 3D-printing, Betsey Johnson bags, Calvin Klein activewear, and a cosmetics area where customers can get makeup lessons and brow shaping in addition to general shopping — this is where that blow-dry bar will come in.

"She can come down here and be in her own environment," Mastrogiacomo contiuned. "They love to shop, but it has to be an easy experience. We know there's a lot of competition, but we want to be the fashion headquarters for this age group."

The Herald Square location will be considered "an incubator," and from there, Macy's will use lessons learned here to be "applied to as many destinations" as possible outside of New York.

Oh, and Millennial moms? Macy's has something for you, too.


151 West 34th Street, Manhattan, NY 10001 (212) 695-4400 Visit Website