Macy's Targets Millenials With New Brands

Macy's is hoping to entice the coveted 13- to 30-year-old market with the launch of its millenial initiative. The initiative involves the rollout or expansion of more than 20 brands for its Macy's mstylelab (primarily serving customers ages 13 to 22) and Impulse (primarily serving customers ages 19 to 30) departments. According to Macy's, the millenial generation, which is the largest and most diverse in America, is expected to spend an estimated $65 billion this year.