Macy's brings independent designer lines to millennials

Macy's (NYSE:M) has formed a partnership with online fashion start-up Nineteenth Amendment to offer shoppers on-demand design services from more than 300 designers worldwide. In an effort to reach millennials, customers can choose from a group of up-and-coming designers as a result of Macy's partnership with the start-up.

Nineteenth Amendment is a curated collection of designers from around the world that puts fashion collections on sale for 19 days online. Once the collections are sold, they go directly into production as part of a unique model that allows designers to sell directly to shoppers. Each garment is custom made and produced in limited quantity to avoid excess inventory.

"What Nineteenth Amendment provides to independent designers is a risk-free way to come to market," said Terry Lundgren, Macy's chairman and CEO. "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 customers the opportunity to connect with the design stars of tomorrow while they shop for unique limited-edition apparel."

The relationship will give shoppers who visit Macy's website an opportunity to browse independent designer collection. In the future, Macy's will provide customers with exclusive first-look access to pieces from specially curated collections.

Macy's and Nineteenth Amendment began working together as part of the NY Fashion Tech Lab. The Lab brings together fashion, retail and technology. Macy's executives mentored the Nineteenth Amendment team for three months, and this collaboration is continually expanding.

The department store chain is ramping up its personal services as the holidays rapidly approach. Last week the brand announced My Stylist @ Macy's, a new, free personal shopper service intended to assist with both personal shopping and gift selections. Stylists will also assist in home decor selection.

For more:
-See this Macy's press release

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