MACY’S LAUNCHES ONLINE INDIE DESIGNER INITIATIVE
Although well-known, mainstream labels are its bread and butter, Macy’s is now touting up-and-comers.
The department store chain has launched a collaboration with start-up Nineteenth Amendment on macys.com that will let customers purchase clothing from the former’s selection of 300 independent designers from around the world. The collections are presented in 19-day pre-sales on the Nineteenth Amendment website and once sold, are put into production and made in limited quantities in the USA. The site offers womens- and menswear.
“What Nineteenth Amendment provides to independent designers is a risk-free way to come to market,” said Terry Lundgren, Macy’s, Inc. chairman and CEO in a statement. “This innovative concept gives customers a made-to-order product and a great shopping experience, while in turn helping new fashion talent find and build an audience, piece by piece. We’re excited to give macys.com customers the opportunity to connect with the design stars of tomorrow while they shop for unique limited-edition apparel.”
The new partnership is a result of Macy’s three-month mentoring of Nineteenth Amendment as part of the first New York Fashion Tech Lab in 2014. The lab is a business of fashion accelerator that is a result of a collaboration between the Partnership Fund for New York City, Springboard Enterprises and major fashion retailers.
