In the basement of their flagship store in Manhattan’s Herald Square, Macy’s is running an experiment. One Below is a store focused on shoppers in their teens and twenties that the department store is using as a laboratory to figure out what the kids today like, and they plan to use what they learn there in their other stores across the country. Now they’re adding something new: a real-life Etsy store. [More]
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Macy’s Opens A Bargainless Basement Store Targeting Millennials
By 9.22.15
Filene’s Basement started its existence as the literal basement of the Filene’s department store, with fewer amenities but lower prices. Now the Filene’s Basement brand is back (online) and Macy’s is trying out a basement concept of its own, but it’s not for bargain-hunters. It’s for the younger half of the Millennial generation, who are currently in high school or in their twenties. [More]
