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Macy's Continues to Revamp Impulse With New 'French' Brand

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Doré by Dominique Maître via WWD

It's no secret that Macy's is after what it call "the Millennials," what with their recent MADE collaboration and the fact the marketing people insist on using the term "Millennials." Their latest in-house brand, the Parision-inspired Maison Jules, is no different.

Nancy Slavin, senior vice president of marketing, Macy's Merchandising Group, told WWD that it's an extension of the younger, cooler Impulse label. She explained what the department store is after: "We have been looking at the influence of the invasion of all these French brands that are coming and making an important appearance in the States, whether it's Sandro, Maje, Zadig & Voltaire or Comptoir des Cotonniers. [...] And I think our young contemporary girl is very, very aware of these brands, so we're building a collection that really sort of emulates what this classically French chic ingenue has in her wardrobe, and we're bringing it to Macy's."

You have to love a completely transparent brand message. Besides taking a cues from the US-by-way-of-France brands, they signed Garance Doré on to photograph the line because French.

The womenswear line will launch in August at "151 of its top doors," according to WWD. And the inaugural range will feature striped knit tops, polka dot dresses, and basics starting at $17.50.
· Macy's Revamps Impulse Collaborations With Help From NYFW [Racked]
· For Your Next Garden Party: Calla x Comptoir des Cotonniers [Racked]