Photo: Canva
In the first-ever partnership between the two retail chains, Macy’s introduced an exclusive collection of Gap-branded sleepwear, underwear, and intimates.
The products for men and women, available on Macys.com and in select stores nationwide, range from pajama sets and loungewear to underwear, bras, boxers, and undershirts under the Gap and GapBody names. Prices range from $12.50 to $79.95. Centric Brands will design, produce, and distribute the line.
The Gap brand has struggled for years to recapture some of its past glory as the go-to place for denim and casual apparel in the ‘80s and ‘90s. The chain has lately been accelerating closings of unprofitable locations, including many flagships. In North America, the Gap banner had 481 company stores as of August 8, down from 1,767 at the start of the 21st century.
On its second-quarter analyst call, Gap’s executive vice president and CFO, Katrina O’Connell, said the Gap banner “continues to make great strides with exciting collaborations and partnerships as the brand executes against its strategy to reimagine its product icons in new and exciting ways,” citing a limited-edition partnership with women’s fashion and travel lifestyle brand LoveShackFancy. In 2021, Gap introduced an exclusive Gap Home collection at Walmart to mark its first partnership with another retailer.
Adrienne Gernand, president of B2B and international commerce at Gap Inc., called the Macy’s launch “an opportunity to amplify the Gap brand.”
Macy’s has opened in-store shops with numerous retailers to extend its merchandising reach, including Toys “R” Us (toys), Sunglass Hut (sunglasses), Pandora (fine jewelry), Finish Line (athletic footwear), Lids (fan apparel), and Claire’s (costume jewelry). While exclusive, the Gap intimates and underwear range is a category where Macy’s has established brands, including Vanity Fair, Jockey, Adore Me, Hugo Boss, and Calvin Klein.
Rachel Leinwand, Macy’s VP of merchandising active, basics, and outdoors, said, “This collection is a great addition to our men’s and women’s basics assortments that will provide classic but modern styling with quality fabrics and fit — giving our customers more options to own their style.”
BrainTrust
Mark Ryski
Founder, CEO & Author, HeadCount Corporation
Richard Hernandez
Merchant Director
Patricia Vekich Waldron
Contributing Editor, RetailWire; Founder and CEO, Vision First
Discussion Questions
Does the Macy’s partnership to sell Gap-branded underwear and intimates make sense for both chains? Is the partnership potentially a bigger deal for the Gap banner or Macy’s?
Poll
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This is an odd move that has ‘grasping at straws’ written all over it.
While Gap and its partners will make money from the licensing play, being in Macy’s will do the Gap brand no favors. Macy’s has terrible shopkeeping disciplines and the one installation of this I have seen so far was incredibly bland and boring. Gap should really be focused on trying to revamp its brand and drive traffic to its own stores and websites.
As for Macy’s, having a brand like Gap won’t do it any harm. However, Macy’s should be looking to create and bolster its own private label lines in the category rather than relying on a third party to create interest.
Basically: 1 broken brand + 1 broken brand ≠ success.
And when I think “Gap,” I confess underwear is not the first thing that comes to mind, so it’s even odd product.
AMEN !
Macy’s has been aggressively adding brands and opening in-store shops, so the addition of Gap to the mix is just part of the same playbook. But the Gap brand has lost it’s luster and so adding marginal product lines and brands will not drive Macy’s sales the way they need. The partnership makes sense for Gap as they desperately try to drive sales. For Macy’s, this is just another brand added to the mix. Ultimately, this comes down to sales. Does the partnership generate meaningful sales for both – the operative word here is “meaningful.” I’m skeptical that it will.
Ms. O’Connell calls Gap an iconic brand???? I guess when you think of Toys “R” Us, Sunglass Hut, Pandora, Finish Line, Lids, and Claire’s. as iconic, Gap fits.
As Neil states, “Toys “R” Us (toys), Sunglass Hut (sunglasses), Pandora (fine jewelry), Finish Line (athletic footwear), Lids (fan apparel), and Claire’s (costume jewelry).
As Neil states, “1 broken brand + 1 broken brand ≠ success.” But maybe it is the best Macy’s can do.
I feel like I’ve seen this all before. Department stores were the glory downtown destination, offering a retreat for bored housewives with a day out of the home. Pivot to the emergence of shopping centers and department stores became anchors for smaller, more specialized retailers. Pivot to off-price, outlets, big box and the return of main street and off-mall retail and now we are back to free standing department stores. From brands to private labels and back to brands, what goes around comes around. I can see brands returning with shops, not just fixture assortments. The department store is becoming a mini-mall.
I don’t get it. Why would a mall specialty store knowingly, willingly send foot traffic and sales $$$ down the mall to a competitor…??? Especially one of the most discount-driven players in the mall…??? Oh, wait…Gap is one of the other most discount-driven players in the mall. And at this stage in life, who goes to Gap and signs up to be a licensee…??? I’m rooting for both Macy’s and Gap, but this is a headscratcher.
Jeff, it isn’t a headscratcher. It is the Macy’s playbook. Of course, that alone is a headscratcher.
Macy’s needs vastly improved storytelling and differentiation in order to give customers a reason to visit, other than a One Day Sale. And they are going to get that wonderful storytelling and differentiation from Gap underwear? Gap needs vastly improved storytelling and differentiation also. And they get that by putting underwear in Macy’s…???…through a licensee…??? Pick any other retailer in the mall…healthy, unhealthy…trending up or trending down. What other retailer would say, “I know! We have a growth opportunity if we license out widgets and open a shop in Macy’s…!!!” I just don’t get it.
…and neither do I.
Macy’s needs more than Gap Underwear to get going in the right direction. Gap needs more than placement at Macy’s to move in the right direction.
This. Underwear isn’t going to turn the ship around for either retailer.
What’s next – BB&B sheet sets?
Pieter Brueghel. What? you ask. He was the artist known for the painting ‘The Blind Leading the Blind’. I strive for clarity, brevity and – perhaps – a little wit, when commenting here, and avoid cruelty but….honestly, I would be hard pressed to come up with an idea I find less exciting. “Does it make sense for
botheither chains? FTFY.Two past-their-prime brands are not going to attract new customers with this initiative. Especially give the category they selected (underwear) for partnering is one that Gap is not known for and Macys already has a number of established brands.