Table of Contents

1. Key Highlights:
2. Introduction
3. The Inspiration Behind On 34th
4. On 34th's Role in Macy's Brand Strategy
5. Challenges and Opportunities
6. Marketing Strategies for On 34th
7. The Future of On 34th and Macy's Private Labels
8. Conclusion

Key Highlights:

• Macy's new private label, On 34th, has launched a collection in collaboration with costume designer Alix Friedberg, inspired by the Apple TV+ series "Palm Royale."
• The collection features 19 apparel styles and accessories, with prices ranging from $24.50 to $159.50, available online and in select Macy's stores.
• On 34th represents a strategic move for Macy's to revamp its private label offerings, aiming to attract a younger demographic while navigating challenges such as tariffs and supply chain disruptions.

Introduction

In a bold move to redefine its brand identity, Macy's has introduced a new collection under its private label, On 34th, developed in partnership with acclaimed costume designer Alix Friedberg. This collection, inspired by the vibrant and creative aesthetics of the Apple TV+ series "Palm Royale," marks a significant step in Macy's ongoing efforts to enhance its private label portfolio. With a focus on stylish apparel and accessories, this collaboration not only showcases Macy's commitment to fashion but also reflects its strategic response to the evolving retail landscape.

As department stores face intense competition from fast fashion and online giants, Macy's is repositioning itself to capture the attention of a younger, style-conscious demographic. The launch of On 34th is part of a broader initiative to innovate and revamp private label offerings, a critical component for maintaining profitability in an increasingly challenging retail environment.

The Inspiration Behind On 34th

The collaboration between Macy's and Alix Friedberg draws heavily on the themes and visual aesthetics of "Palm Royale." Known for its playful sophistication, the series provides a rich source of inspiration for the collection. Friedberg's expertise in costume design brings a unique artistic perspective, transforming television wardrobe into wearable art that appeals to fashion-forward consumers.

The collection includes an array of 19 distinct styles, ranging from dresses and tops to skirts and match sets, alongside a selection of accessories, such as scarves, jewelry, and handbags. Prices for the apparel range from $49.50 to $159.50, while accessories are priced from $24.50 to $99.50. This pricing strategy aims to balance quality and affordability, making stylish options accessible to a broad audience.

On 34th's Role in Macy's Brand Strategy

Launched two years ago, On 34th represents a pivotal part of Macy's strategy to refresh its private label operations. The brand was developed under the guidance of former Target executives, who brought valuable experience in creating successful private labels. This collaboration reflects a deliberate effort to incorporate data-driven insights and customer preferences into product design, ensuring the offerings resonate with contemporary fashion trends.

Macy's commitment to innovation in private labeling is particularly crucial as the retail landscape continues to evolve. The company has recognized that strong private labels can drive higher margins and foster customer loyalty, making them an essential component of its overall business strategy. However, challenges remain, as the pandemic and tariff-related disruptions have complicated the execution of these initiatives.

Challenges and Opportunities

Despite the promising outlook for On 34th, Macy's faces a range of challenges that could impact its private label success. The COVID-19 pandemic has had lasting effects on supply chains, causing delays and increasing costs. Additionally, recent tariffs imposed during the Trump administration have raised concerns about the economic viability of sourcing materials from certain countries, particularly China, which has historically been a significant supplier for Macy's.

In fiscal year 2025, approximately 27% of Macy's private brands were sourced from China, a decrease from previous years. Macy's CEO, Tony Spring, has emphasized the importance of diversifying its sources of supply to mitigate risks associated with tariffs and supply chain disruptions. The company's proactive approach includes renegotiating orders with suppliers and reassessing product offerings to ensure they meet consumer demands while maintaining profitability.

Marketing Strategies for On 34th

To effectively market the On 34th collection, Macy's has implemented an array of strategies designed to attract attention and drive sales. The flagship Macy's Herald Square store has been adorned with immersive displays that capture the essence of "Palm Royale," inviting shoppers to experience the collection in a vibrant and engaging environment. This visual merchandising strategy plays a crucial role in converting foot traffic into sales, particularly in an era where in-store experiences can significantly influence consumer behavior.

Additionally, Macy's has launched a marketing campaign featuring prominent fashion photographer Ben Watts and model Georgia Fowler. By leveraging high-quality visuals and engaging storytelling, the campaign aims to resonate with consumers on social media platforms and traditional advertising channels alike. The collaboration with Friedberg enhances the brand's credibility and appeal, as consumers often associate costume designers with high fashion and exclusive designs.

The Future of On 34th and Macy's Private Labels

As Macy's continues to refine its private label strategy, the success of On 34th will serve as a litmus test for the effectiveness of its broader initiatives. The collection's launch signifies not only a commitment to stylish offerings but also an acknowledgment of the changing dynamics within the retail sector. By focusing on quality, design, and customer engagement, Macy's aims to carve out a niche for its private labels in a crowded marketplace.

Looking ahead, the company plans to expand its private label offerings further, drawing on insights gained from the On 34th collection and its collaboration with industry veterans. By leveraging customer feedback and market trends, Macy's can adapt its strategies to meet consumer demands while navigating ongoing challenges in the retail environment.

Conclusion

Macy's unveiling of the On 34th collection, in collaboration with Alix Friedberg, marks a significant milestone in the department store's efforts to revamp its private label offerings. Inspired by the vibrant aesthetics of "Palm Royale," this collection reflects Macy's commitment to innovation, style, and customer engagement. As the retail landscape continues to evolve, the success of On 34th will be crucial in determining the future trajectory of Macy's private label strategy.

FAQ

What is the On 34th collection?
The On 34th collection is a new line of apparel and accessories created by Macy's in collaboration with costume designer Alix Friedberg, inspired by the Apple TV+ series "Palm Royale."

Where can I purchase items from the On 34th collection?
Items from the On 34th collection are available online and at select Macy's stores.

What types of products are included in the On 34th collection?
The collection features a variety of apparel styles, including dresses, tops, skirts, and match sets, along with accessories such as scarves, jewelry, and handbags.

What are the price ranges for the On 34th collection?
Apparel prices range from $49.50 to $159.50, while accessories are priced from $24.50 to $99.50.

How is Macy's addressing challenges in its private label strategy?
Macy's is diversifying its sources of supply to mitigate risks associated with tariffs and supply chain disruptions while focusing on data-driven insights and customer preferences in product design.