Source: WWD
Summary
Macy’s has launched “Co-Created,” a program that allows the retailer to collaborate with brands and designers on exclusive products. The program’s debut event featured a showcase of co-created products, including a collection with fashion designer, Rachel Roy. The event marked the beginning of a new relationship between Macy’s and its partners. According to Jeff Gennette, Macy’s CEO, the program aims to provide customers with unique and relevant products. The program will feature a rotating selection of co-created products throughout the year.
Our Reading
The trend returns with a new name. Macy’s “Co-Created” program is reminiscent of previous collaborations between retailers and designers. The concept of co-creation is not new, but the retailer’s approach is being repositioned as innovative. The program’s focus on exclusivity and rotating products is a familiar strategy. The collection with Rachel Roy is a prime example of this cycle. The look feels familiar, like a reimagined version of past collaborations.
Author: Evan Null
