Macy's beefs up activewear to draw millennial shoppers

09/10/2013 | MediaPost Communications

Macy's will add outdoor wear from Norwegian brand Helly Hansen at select stores, expand its athletic apparel assortment from other brands including Nike and The North Face and extend its Ideology brand of yoga pants and workout clothes to 400 stores, in an effort to attract more sales from millennial consumers, the retailer announced Monday. "Our customer insights show that our millennial customers have significant crossover in shopping active where we have the [active apparel] assortment," Chief Merchandising Officer Jeff Gennette said.

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