This past fall, Macy’s debuted its new off-price brand – Macy’s Backstage – bringing the Macy’s shopping experience to customers at discount prices. All six pilot locations are officially operating, the most recent being Essex Green in New Jersey, and the only store that was converted from a previously existing Macy’s location.
“We are learning daily from our pilot about who the customer is, and what they think about Backstage,” said Vanessa LeFebvre, SVP/GMM, Macy’s Backstage. According to LeFebvre, there have been early wins in contemporary, juniors, kids accessories and toys, young men’s, shoes and handbags, all of which point to a more Millennial-minded customer. These younger, value-oriented shoppers like a bargain and enjoy the treasure hunt-like experience. The store is designed with this customer in mind, including a special “Center Stage” area designated for the latest trends. Signs on clothing racks feature catchy phrases such as, “I Have Enough Clothes. Said No One. Ever.” and “How can it cost so little to look this good?” Additionally, all of the Macy’s Backstage stores include free Wi-Fi and juice bars or mobile charging stations.
Categories such as gourmet food, home décor, pet and electronic accessories have been successful, which is encouraging as some are entirely new businesses for Macy’s. Macy’s lease partners in sunglasses and fur also are studying their early results. “We are learning daily about process, operations, fixturing and store layout, which we will take with us as we continue to expand and grow in 2016,” said LeFebvre.