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Macy's Launches New Brands, Creates Kinect(TM) for Xbox 360(R) In-Store Gaming Experience, and Unveils New Online Community for Teens This Back-to-School Season
Madonna & Lola, Benji & Joel Madden, Jessica Simpson and Glee Launch Exclusive Juniors / Young Men's Collections
Additional New Private Brand Programs Include Slade Wilder, American Rag Juniors Plus, and Jenni in Juniors
Select Macy's Offer an Exclusive "Test Drive" of New Gaming Software from Xbox

NEW YORK, Jul 07, 2010 (BUSINESS WIRE) --

Macy's (NYSE:M) today announced aggressive new back-to-school efforts that will position the retailer as the shopping destination for tweens, teens and college coeds readying for the new school year. The robust initiatives include the launch of "Material Girl" by Madonna and her daughter Lola, a new young men's fashion brand, line extensions for three current juniors brands, exclusive "Glee"- branded product, a new mstylelab sitelet for teens, and a partnership with Microsoft for an exclusive preview of the revolutionary Kinect(TM) for Xbox 360(R).

"We have an incredible line-up of newness and excitement for back-to-school this season, including great new brands, the latest fashion trends, a new content and social online fashion community and a unique partnership with Xbox to preview it's yet-to-be-released Kinect gaming in select stores," saidMartine Reardon, executive vice president of Marketing for Macy's. "Macy's will be extremely competitive as a fashion and lifestyle destination for today's trend- and tech-savvy teen."


Jump into the back-to-school season with a range of apparel from Macy's that offers a combination of style, quality and value. Fashions run the gamut from masculine and feminine, to dark and moody, to folk and native designs. Rich tactile fabrications and function details reference outdoor utility dressing within young contemporary this fall.

Boy Meets Girl

Layering of multiple elements in varying fabrications and textures is crucial, while rich fall colorations of burnt ochre, chestnut brown, deep purple and midnight blue take center stage in this back-to-school trend. From gender bending to ultra-feminine, teens will love this glamorous yet moody appearance.

Tough & Tender

Taking over the young contemporary area, this look offers both soft and feminine elements paired with strong tailored pieces, instilling a vintage-inspired mood through the use of texture and tones of dusty pink, slate blue, ash grey and mustard yellow.

Fleece, Please...

No longer just for activewear, soft fleece fabrications give way to strong structured jackets and feminine tops this fall. Elements of lace, girly bows and mesh detailing keep things light, fresh and effortless. Hues of heathered grey, soft cream, asphalt and pale nude are the ideal colorations to ease into the season.


From the runway to the closet, Macy's continues to offer the hottest trends from celebrity designers to updated essentials including new exclusive collections like:


"Gleeks" will be singing for joy this August, as "Glee"-branded tees and hoodies are sold exclusively at Macy's stores nationwide. Retailing from $19.99 to $34.99, be the first to get your hands on the hit show's product before the next season begins in September 2010.

Slade Wilder

A collection of cool and easy clothing for young men, Slade Wilder encompasses everything an all-American guy would want in his closet. From tricked out hoodies, to your basic athletic short, the Slade Wilder clothing line retails from $19.50 - $39.50 and will be sold in 650 stores and on beginning mid-July. A host of unusual marketing tactics will be used to launch this irreverent brand, including sky banners, floor decals, and digital kiosks advertising in more than 20 malls across the U.S.

A mobile marketing campaign will offer a free, specially designed launch t-shirt to shoppers who text in while supplies last.

American Rag and the Madden's "Mad Picks"

American Rag juniors are being rocked by Benji and Joel Madden this back-to-school season, with a capsule collection curated by the famous duo called "Mad Picks." Choosing 13 of their favorite pieces from American Rag and one screen t-shirt designed by the Maddens, Benji and Joel have created a look that is distinctly rock-n-roll for the girl who loves music and fashion. Ranging in price from $24 - $69 for tops/sweaters, and $49 - $69 for bottoms, American Rag and the Madden's collection will be available in 110 stores and on this August 2010.

American Rag Plus Size Collection

A line extension for American Rag, this collection will feature plus size pieces ranging from 0X-3X and 14W-24W for the girl who craves fashionable and trendy clothing, designed for her body type. Dressed up for a night on the town, pulled together for work or made more casual for weekend, American Rag Plus is made to be versatile. This collection will feature interesting contrast linings, touches of embroidery, subtle shine, bits of lace and smocking details. Launching in approximately 120 stores nationwide and on, American Rag Plus will retail from $19 - $115 and will include everything from denim and dresses to jackets and wool coats.

Jenni in Juniors

Juniors is about to receive an exciting new lifestyle extension of its Jenni Intimates brand that will include activewear and fashion pieces. The Jenni girl is a fashionista who has her own style and loves color. She is independent and confident but still wants to be comfortable. In 350 stores and on in July 2010, Jenni key items will include brushed fleece hoodies and pants and graphic/screen tees and tanks. Approximately 120 stores will also receive a fashion capsule with fun skirts, embellished sweatshirts, crop tops and leggings. Prices will range from $9.99-$24.99.


Jessica Simpson

Singer, actress and designer Jessica Simpson is extending her current Jessica Simpson collection from shoes, handbags and jewelry, to ready-to-wear items for juniors. This July you will see fashion denim, knits and wovens in 225 Macy's stores and on Just like Jessica, this collection is for the girl who loves to dress casual, but still be stylish and contemporary. The line will range in price from $29 - $49 for tops to $69 for denim.

Material Girl

"Material Girl" is a newly created, fast-fashion junior collection that will launch exclusively in approximately 200 Macy's stores and online at on August 3, 2010 for the back-to-school season. The "Material Girl" collection was inspired and designed in collaboration with Madonna and her daughter Lola and is for the spontaneous and fearless individual who invents her own fashion trends and is never afraid to make a bold, creative statement. The collection will consist of apparel, footwear, handbags and jewelry, retailing from $12 to $40.

Kouture by Kimora

Celebrity fashion designer Kimora Lee Simmons recently launched a new line - Kouture by Kimora - exclusively at 300 Macy's stores nationwide. Geared toward the global juniors consumer, Kouture by Kimora offers chic fashions aimed at the budget fashionista and provides body-loving looks with all the eye-catching embellishments and fabrications of today's trends. Vibrant colors and energetic prints reflect Kimora's signature flair and sense of confidence. Appealing to trend lovers, this youthful brand captures the attention of young women who value styling as much as they do smart spending. Prices range from $24 to $40 with styles including retro jackets, off-shoulder blouses, fun rompers and flirty dresses.


Preview of Kinect for Xbox 360

In addition to fresh fashions, on July 15th Macy's will unveil Kinect for Xbox 360, a whole new way to play with controller-free games and entertainment, in 13 stores nationwide. Simply step in front of the sensor and Kinect sees you move, hears your voice and recognizes you, no controller required. Games are designed to be easy to learn, quick to play, and fun to watch, so even those who have never played before can jump right in. You and your friends can see for yourselves by trying it out exclusively at Macy's before it hits stores November 4. Kinect for Xbox 360 puts the power in your hands, your voice and your body. See a ball? Kick it. Start a movie? Say, "Play!" Can't wait to get your hands on this holiday must-have? Visit from August 12 - September 10 for your chance to win one Kinect for Xbox 360 a day for 30 days (contest open to 13 years of age and older).

On August 12, 2010, Macy's will be launching, a sitelet dedicated to teens. Combining pop culture topics with fashion, mstylelab will host fashion videos with the latest trends, "word on the street" content featuring SeventeenMagazine editor-in-chief Anne Shoket, as well as a "post your pics" section that enables users to post images of themselves to see what's fashionable across the country. If you happen to be a teen that loves to shop, visit one of thirteen Macy's dedicated lounges for teens called mstylelab! This unique space will host the launch event for the Kinect for Xbox 360 software, as well as act as a space for teens to kick back and relax, while surrounded by the most current fashion and technology.

With teens heading back-to-school, Macy's is the shopping destination for the hottest trends in fashion and entertainment. Beginning July 2010 Macy's encourages teens and their families to stop by their local store to try on the latest fashions and test out the hottest technology in gaming. For more information on fashion for the back-to-school season, and to be the first to test out the new Kinect for Xbox 360 visit

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

For Macy's media materials, images and contacts, please visit our online pressroom at

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SOURCE: Macy's

Holly Thomas, 646-429-5250
Alison Kmiotek, 646-429-7449


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