Next up at Macy’s in the retailers design series is Anna Sui x INC collection. The Anna Sui capsule collections is the latest designer installment in an ongoing series of capsule collections, a strategy that is now considered by Macy’s chief executive officer Jeff Gennette as a “third bucket” in the pursuit of exclusive merchandise, reports WWD.
“We’re going to be growing exclusivity,” Gennette said during a conference call with investors last Thursday. “Expect us to have aggressive growth there. We can control it. Our customers expect it of us. It gives us the opportunity to get into a third bucket of growth in exclusivity, which is capsule collections. We’ve had good success with that.”
These capsule collections, also referred to as temporary or guest collections, link to the good name of a designer or celebrity and, like private or exclusive brands, help Macy’s exude newness, seize upon a trend faster and hopefully get a sales lift.
It will follow in the footsteps of Macy’s previous collaborations with high-end designers, such as Karl Lagerfeld, Cynthia Rowley and Giambattista Valli. Macy’s current capsule collections include, CR by Cynthia Rowley and YYigal by Yigal Azrouël.
The Anna Sui x INC collection will be available exclusively at 25 Macy’s stores and on macys.com in early September. www.macys.com