Macy’s is buying Gap designed merchandise and selling it exclusively in their stores. That unique arrangement became public on Wednesday, August 30, 2023. Merchandise designed for Macy’s will not be available elsewhere. It is the first partnership between the two companies.
The Gap/Macy’s collection includes loungewear, sleepwear, underwear and intimate apparel for men and women. It has been developed by Adrienne Germand, president of Gap’s business to business and international commerce division. She said: “Our launch is an opportunity to amplify the Gap brand and deliver must have essentials in comfortable, breathable fabrics to men and women across the U.S.”
Rachel Leinwand, Macy’s vice president of merchandising active, basics and outdoors said in a statement: “The collection is a great addition to our men’s and women’s basic assortment that will provide classic but modern styling with quality fabrics and fit – giving our customers more options to own their style.”
The surprising partnership comes at a time while the Gap undergoes a major corporate change with the appointment of Richard Dickson, who was just appointed CEO of Gap. Mr. Dickson may make major changes to the organization in order to galvanize the company and to produce saleable products.
Selling exclusive merchandise to Macy’s can popularize the Gap name and may create more demand for Gap products. It depends on the Gap designs and the effort Macy’s will put behind the initiative to feature these products.
This launch was the culmination of GAP’s initiative three years ago to establish collaborations through new channels and partnerships. Earlier this month, Gap and LoveShackFancy unveiled a limited edition of women’s, men’s and kids’ apparel as well as accessories. “Collaborations and partnerships give us the opportunity to reinvent and reimagine Gap’s product icons, to remix the classic Gap logo that the customers love” said by Mark Breitbard, Gap Brand Global President and CEO.
POSTSCRIPT: The Gap is on the move. Products are being fashioned for other retailers in exclusive agreements. It is likely that these ventures will be a new source of income. However, the company will be judged by the success of Richard Dickson. His success at Mattel
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