Macy’s has traditionally appealed to shoppers in their 30s and older. To win over younger consumers, the department store chain last week launched ThisIt.com, a Website focused on hot trends on everything from music to—no surprise here—fashion.
“We’re trying to attract a young female customer, ages 16-22, and establish a department for junior customers in our retail stores,” says brand manager Carey Watson. “The new Website is a vehicle to help develop that brand.”
Aimed primarily at teenage girls and young women, the site features content supplied by fashion and beauty magazine “Teen Vogue” and by Universal Music Group. ThisIt.com also sells clothes that, Watson says, demonstrate to online customers that Macy’s understands their needs, while being both “trendy and right.”
Macy’s plans to launch a deeper site in mid-July in preparation for back-to-school season.