Macy’s is bringing additional resources and ideas to its
Impulse departments, which feature contemporary fashion for women
and men. A new Capsule Collection initiative beginning in 2011
engages acclaimed fashion designers to create a series of rotating
collections of limited-edition women’s apparel pieces to be
sold in 235 Macy’s stores and on macys.com. Among designers
with capsule collections at Macy’s in 2011 are Kinder
Aggugini, Matthew Williamson and Karl Lagerfeld. In 2010,
Macy’s began the rollout of Impulse Beauty, a new concept
featuring an open-sell space of niche beauty brands to complement
the traditional beauty counters. Impulse Beauty offers Macy’s
customers the opportunity to shop featured beauty brands
independently with assistance available from specialized beauty
advisers. More than 50 Impulse Beauty departments were in place by
fall 2010, with an additional 50 planned for 2011. Also in 2011,
Macy’s launched Bar III, a new contemporary private brand for
the women’s and men’s Impulse departments.