Macy’s Private Brands
Allocating over 25%+ total revenue for Macy’s INC, Macy’s 20 unique Private Brands are a core institution to the Macy’s brand DNA. While at Macy’s, I oversaw the creative for eight of these Private Brands working hand-in-hand with our CMO along with marketing, content, video, retail design, and merchandise teams to tell authentic brand stories across the county and online.
INC: International Concepts
I.N.C. is one of Macy’s largest proprietary brands. Their collections feature stand-out fashion-forward pieces with intricate design details. Their consumer is fearless when it comes to fashion and likes to be noticed for his bold creativity and runway look. Every season, we created amazing brand stories and partnerships such as W magazine and Vogue.
American Rag
Cali vibes meets city streets with American Rag. Macy’s Merchandising Group was looking to take American Rag from a profitable, but low awareness label to one of Macy’s next power brands. For this to happen, American Rag needed to stand out among competitors, distinguish itself from its Macy’s parent, and become culturally relevant to its target audience. My team was responsible for always-on content, major campaign moments, and influencer partnerships.
Ideology
The premiere activewear brand featuring core pieces for all athletes. With this new brand launch, my team created campaign launch videos, always on content, and in-store signage with amazing influencers to tell the “accepting all athletes” story.
BAR III
Wear-to-work for aspirational young professionals, my team created narratives geared toward always putting your best foot forward.
