The Glossy Podcast

Macy’s chief merchandising officer, Nata Dvir, is leading the company's private-brand evolution. The department store is rethinking its portfolio of private label brands across all product categories, including men’s, women’s, kids and home. That includes adding, refreshing and editing brands through a new customer-centric strategy. In August, Macy’s launched the private-label womenswear brand On 34th, which was informed by extensive research on its customer. The brand, which targets customers ages 30-50, centers on ready-to-wear items and accessories that were made to create thousands of outfit combinations.  “It was informed by over 100,000 online surveys that we did,” said Dvir. “We collected a lot of intelligence around what our customers were looking for. We also did 35 days of digital community engagement, where we viewed customer videos about what they're looking for, what's missing from their wardrobe and what role we could play. And we did hundreds of hours of in-store fittings and shop-alongs, which