The collaboration between Macy’s and Karl Lagerfeld, in progress since last year, is about to bear its fruit. Macy’s will release today the Impulse capsule collection created in conjunction with Lagerfeld, reported WWD.
While all the pieces will be offered at Macy’s moderate prices, Lagerfeld has still brought his luxurious style to the line, incorporating high collars and edgier looks. The items, to be promoted by a huge marketing campaign, will be available at the end of August.
The project is a key part of Macy’s efforts to increase the profile and allure of its Impulse departments, currently available in 230 of its 800 doors. The new collection will be circulated not just in Macy’s mammoth urban flagships, but also in more than 200 Impulse stores around the country, as well as online at Macys.com.
Macy’s has a history of creating exclusive capsule collections in partnership with high-end designers, beginning with British designer Kinder Aggugini in February and continuing with Matthew Williamson in April. Rumors are that Giambattista Valli is slated for November. For the holiday season, Lagerfeld and three other designers will churn out goods to be sold exclusively in Macy’s stores. Lagerfeld, due to his renown, scored the slot of the fall season, the time when shops push most designer items.
Macy’s will continue to use a partnership strategy for Impulse next year.
In the hope of increasing traffic, the department store also is adding new product categories to Impulse -accessories, menswear and beauty. Impulse currently sells labels such as Rachel Rachel Roy, BCBG Max Azria, Free People, Ed Hardy, INC, Ralph Lauren RLX, 7 For All Mankind, Kensie and Bar III.
While Macy’s recognizes that it has not been reaching contemporary consumers and pulling in business to the extent that it could be, the company has gained share and added volume this year. The department store’s reputation previously relied on traditional sportswear as its strength.