Peeking Inside Macy's 'Millennial Floor'

Oct 07, 2015 — Allan Pulga
Macys_-_One_Below_-_Credit_-_Marina_Nazario-Business_Insider.jpg

Last week (Sept. 28), Business Insider's Marina Nazario visited Macy's brand new, 53,000-square-foot basement in its New York City flagship store. The floor is called "One Below" and targets younger shoppers.

"Selfies, printable jewelry, watch engraving, jean embroidery and a blowout bar are just a few things Macy's thinks millennials want," Nazario wrote.

Upon arrival, at the foot of the escalator, Nazario was greeted by a large MAC cosmetics ad of Miley Cyrus and loud electronic music. The first station she noticed was a "Brow Bar" for shaping and coloring eyebrows, sponsored by Benefit. She also noticed a Blowdry Bar (still under construction).

The women's area carries a number of clothing brands aimed at juniors, including BCBGeneration, XOXO, Jessica Simpson, American Rag, and Calvin Klein. "The decoration of One Below is filled with bright colors, sparkles, chic mannequins, and a ton of mirrors," Nazario wrote.

The men's area features brands like Ralph Lauren, Emporio Armani, Tommy Hilfiger, Jockey, Under Armour, and Michael Kors. It heavily features undergarments, but also has a section for accessories (sunglasses, wallets, belts, backpacks and briefcases).

For ladies, One Below also has seasonal features, like its Homecoming section, which included all kinds of long and short dresses, many of them with sequins.

Nazario called the purse and backpack section "immense," and noted the leggings section (pictured above) offered an "endless variety of styles, colors and patterns."

One Below also appeals to young people's device addiction and narcissism. It features a lounge area with charging stations (shown below) and a selfie wall. Simply post your selfie with the #macyslove hashtag and it appears on the wall. The wall is also a touchscreen and allows users to snap selfies in front of popular New York City destinations. You know, for tourists and stuff.

In conclusion, Nazario said One Below was "stereotypical of the perception of Millennials" but that it "wasn't overdone" -- she didn't feel the products on display were being pushed too aggressively.

Topics: Macy's, Customer Experience, Business Intelligence, Retail Marketing

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