Macy’s Woos Millennials With Ramped-Up Wedding Business

Last week, Fortune Magazine featured Macy’s “All Things Weddings” initiative and spoke to the great work we are doing to expand our wedding business beyond our traditional gift registry offerings. Led by Shawn Outler, SVP/Lease/Pricing/Multicultural Initiatives, this initiative is part of a larger effort to engage and build ongoing loyalty among the Macy’s millennial customer.

Last year, we began testing the “I Do” pilot, a strategy to incorporate products beyond our wedding staples, including our partnership with Men’s Wearhouse, the reinvent of MyStylist, and the expansion of our Bluemercury brand. This pilot has been met with early success, and will be rolling out to an additional 150 stores later this year.

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