Macy's New Partnership Aims to Boost Brand With Millennials
Macy's is partnering with a fashion startup to appeal to more millennials online. The retailer is collaborating with Brooklyn-based startup Nineteenth Amendment to offer clothing made from up-and-coming designers on macys.com. Nineteenth Amendment showcases fashions from independent designers and offers pre-sales for 19 days during which customers can plunk down cash on the designs. People who purchase the item during the pre-sale phase are able to get them at wholesale prices. If at least 10 people purchase the pre-sales, the item goes into production and is made available at retail prices.