Macy's debuts One Below for millennials

Macy's (NYSE:M) unveiled a new floor design called One Below, an effort several years in the making, and one the retailer hopes will increase its cache with younger shoppers, especially millennials. 

It's part of a $400 million renovation of Macy's Herald Square flagship in New York City. The format groups together merchandise, brands and services deemed most relevant to the younger shopper.

The One Below department is in the lower level of the store and was formerly home to housewares, which has been relocated to an upper floor.

At roughly 53,000 sq. ft., One Below is much more than just another juniors department.

"This huge millennial destination was years in the making," Tim Baxter, Macy's chief merchandising officer, told Women's Wear Daily. "We are attracting a younger customer and that's our mission. We have gained market share every year since 2012 and are expecting that to continue to grow by creating a destination like One Below."

He described the department as a blend of fashion, food and technology.

There is a wearable technology shop with smartwatches by Samsung. A 3-D printing area via a partnership with Systems/Cubify that will sell personalized accessories such as shoes and phone cases. The area includes charging stations for mobile devices and a selfie wall.

Shoppers are encouraged to take a break in a seating area, plug in and take a selfie. By tagging it on social media with #macyslove, the photo will appear on the selfie wall. An interactive photo booth will be coming soon, where shoppers can create even more personalized products, according to WWD.

There are also plenty of brands at Macy's that target millennials, including American Rag, BCBGeneration and Madonna's Material Girl. There are cosmetics consultants, a brow bar and a soon-to-be blow dry bar.

There's also a men's section with apparel, sunglasses, bags and accessories.

"What we've created allows the younger client to stay on this floor and find everything she wants," said Muriel Gonzalez, exec-VP and general merchandise manager of cosmetics, fragrances and shoes.

Macy's, like many retailers, has struggled to attract millennial shoppers. One Below is its most extensive effort to date. Elements of the program will likely start appearing in stores as the company tests and learns what works. Earlier this month, Macy's announced it would be adding new independent labels for millennials as well as My Stylist @ Macy's, a new, free personal shopper service.

For more:
-See this Women's Wear Daily story (subscription required)
-See this Business Insider report

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