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Macy’s Private Brand Strategy for a Multi Generational Customer | NRF 2026 · Omni Talk Retail

• 0:00
  Hello
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  We
• 0:02
  are
• 0:02
  live
• 0:03
  here
• 0:03
  at
• 0:03
  NRF
• 0:04
  in
• 0:04
  New
• 0:04
  York.
• 0:05
  This
• 0:05
  is
• 0:06
  omnitalk
• 0:06
  Retail.
• 0:06
  I'm
• 0:07
  Anne
• 0:07
  Mazinga.
• 0:07
  And
• 0:08
  I'm
• 0:08
  Chris
• 0:08
  Walton.
• 0:09
  And
• 0:09
  we
• 0:10
  have
• 0:10
  another
• 0:10
  extraordinary
• 0:11
  guest
• 0:11
  here
• 0:12
  for
• 0:12
  you
• 0:12
  all
• 0:12
  to
• 0:13
  say
• 0:13
  hello
• 0:13
  to.
• 0:14
  Standing
• 0:15
  in
• 0:15
  between
• 0:15
  us
• 0:15
  we
• 0:15
  have
• 0:16
  Emily
• 0:16
  Arusha
• 0:17
  Hillakew,
• 0:17
  the
• 0:17
  SVP
• 0:18
  of
• 0:18
  private
• 0:18
  brands
• 0:19
  at
• 0:19
  Macy's
• 0:20
  and
• 0:20
  also
• 0:21
  one
• 0:21
  of
• 0:22
  our
• 0:22
  OMNI
• 0:23
  Stars
• 0:23
  of
• 0:23
  2025.
• 0:24
  Emily,
• 0:25
  welcome.
• 0:25
  Thank
• 0:25
  you
• 0:26
  so
• 0:26
  much.
• 0:26
  Thank
• 0:26
  you
• 0:26
  both.
• 0:27
  Yeah,
• 0:27
  yeah,
• 0:27
  thank
• 0:28
  you.
• 0:28
  And
• 0:28
  it's
• 0:28
  already
• 0:28
  2026.
• 0:29
  It
• 0:29
  hasn't
• 0:30
  been
• 0:30
  that
• 0:30
  long
• 0:30
  since
• 0:30
  we
• 0:30
  gave
• 0:31
  you
• 0:31
  that.
• 0:32
  I
• 0:32
  know.
• 0:32
  It
• 0:32
  was
• 0:32
  a
• 0:32
  good
• 0:33
  start
• 0:33
  to
• 0:33
  the
• 0:33
  year,
• 0:34
  right?
• 0:34
  Yes.
• 0:35
  Pleasant
• 0:35
  surprise.
• 0:35
  Yeah.
• 0:36
  So
• 0:36
  let's
• 0:36
  hear
• 0:36
  what
• 0:37
  does
• 0:37
  an
• 0:37
  Omnistar
• 0:38
  like
• 0:38
  yourself
• 0:38
  do?
• 0:39
  What
• 0:39
  does
• 0:39
  your
• 0:39
  job
• 0:40
  entail?
• 0:40
  It's
• 0:41
  a
• 0:41
  great
• 0:41
  question.
• 0:42
  Many
• 0:42
  facets
• 0:43
  run
• 0:44
  all
• 0:44
  private
• 0:44
  brands
• 0:45
  at
• 0:45
  Macy's,
• 0:46
  which
• 0:46
  includes
• 0:47
  all
• 0:47
  brand
• 0:47
  management.
• 0:48
  So
• 0:48
  the
• 0:49
  people
• 0:49
  and
• 0:50
  the
• 0:50
  voices
• 0:50
  that
• 0:50
  build
• 0:51
  the
• 0:51
  brands,
• 0:52
  the
• 0:52
  trend
• 0:52
  research
• 0:52
  and
• 0:53
  forecasting
• 0:53
  team,
• 0:54
  our
• 0:55
  amazing
• 0:55
  product
• 0:55
  design
• 0:56
  team
• 0:57
  as
• 0:57
  well
• 0:57
  as
• 0:57
  our
• 0:57
  art
• 0:58
  team
• 0:59
  and
• 0:59
  a
• 0:59
  couple
• 0:59
  others
• 1:00
  that
• 1:00
  are
• 1:00
  sort
• 1:00
  of,
• 1:01
  you
• 1:01
  know,
• 1:01
  magic
• 1:02
  makers
• 1:02
  within
• 1:02
  the
• 1:03
  organization.
• 1:03
  But
• 1:04
  it's
• 1:04
  a
• 1:04
  team
• 1:04
  of
• 1:04
  about
• 1:04
  150
• 1:05
  people
• 1:05
  and
• 1:06
  we
• 1:06
  run
• 1:06
  a
• 1:06
  portfolio
• 1:07
  of.
• 1:07
  25
• 1:07
  brands
• 1:08
  which
• 1:09
  are
• 1:09
  exceptional
• 1:10
  by
• 1:10
  the
• 1:10
  way.
• 1:10
  I'm
• 1:10
  a
• 1:10
  big,
• 1:11
  big
• 1:11
  fan.
• 1:12
  I
• 1:13
  want
• 1:13
  to
• 1:13
  ask
• 1:13
  you
• 1:14
  Emily,
• 1:15
  like,
• 1:15
  what
• 1:16
  do
• 1:16
  you
• 1:16
  think
• 1:16
  needs
• 1:17
  to
• 1:17
  be
• 1:17
  true
• 1:18
  as
• 1:18
  you're
• 1:18
  thinking
• 1:18
  about
• 1:19
  the
• 1:19
  landscape
• 1:20
  of
• 1:20
  private
• 1:20
  brand
• 1:21
  for
• 1:21
  Macy's
• 1:22
  to
• 1:22
  continue
• 1:23
  to
• 1:23
  do
• 1:23
  as
• 1:24
  well
• 1:24
  as
• 1:24
  it
• 1:24
  has
• 1:25
  and
• 1:25
  for
• 1:25
  your
• 1:25
  team
• 1:25
  to
• 1:26
  continue
• 1:26
  to
• 1:26
  have
• 1:26
  success
• 1:27
  the
• 1:27
  way
• 1:27
  that
• 1:27
  you've
• 1:27
  had?
• 1:28
  That's
• 1:28
  a
• 1:28
  great
• 1:28
  question.
• 1:29
  I
• 1:29
  mean
• 1:29
  obviously
• 1:30
  one
• 1:30
  of
• 1:30
  our
• 1:32
  strategic
• 1:32
  initiatives
• 1:33
  as
• 1:33
  we
• 1:34
  continue
• 1:34
  on
• 1:34
  this
• 1:34
  growth
• 1:35
  path
• 1:35
  with
• 1:35
  Macy's
• 1:36
  Inc.
• 1:36
  Is
• 1:36
  what
• 1:36
  we're
• 1:36
  calling
• 1:37
  a
• 1:37
  bold
• 1:37
  new
• 1:37
  chapter.
• 1:38
  And
• 1:38
  there
• 1:38
  are
• 1:38
  some
• 1:38
  very
• 1:39
  important
• 1:39
  aspects
• 1:40
  to
• 1:40
  that
• 1:40
  bold
• 1:40
  new
• 1:40
  chapter
• 1:41
  strategy
• 1:42
  that
• 1:42
  private
• 1:42
  brand
• 1:43
  folds
• 1:43
  in
• 1:43
  quite
• 1:44
  well.
• 1:44
  You
• 1:44
  know,
• 1:44
  the
• 1:45
  customer
• 1:45
  has
• 1:45
  told
• 1:45
  us
• 1:45
  they're
• 1:46
  looking
• 1:46
  for
• 1:46
  inspiration,
• 1:47
  they're
• 1:47
  looking
• 1:47
  for
• 1:47
  trend
• 1:48
  relevant
• 1:48
  product,
• 1:49
  they're
• 1:49
  looking
• 1:49
  for
• 1:49
  value,
• 1:50
  they're
• 1:50
  looking
• 1:50
  for
• 1:51
  quality.
• 1:51
  And
• 1:52
  honestly
• 1:52
  they're
• 1:52
  looking
• 1:53
  for
• 1:53
  a
• 1:53
  joyous
• 1:54
  experience
• 1:55
  that
• 1:55
  they
• 1:55
  can
• 1:55
  take
• 1:56
  home
• 1:56
  with
• 1:56
  them
• 1:56
  that
• 1:56
  will
• 1:57
  become
• 1:57
  part
• 1:57
  of
• 1:57
  their
• 1:58
  lives
• 1:58
  forever.
• 1:59
  And
• 1:59
  so
• 1:59
  the
• 1:59
  role
• 1:59
  for
• 2:00
  private
• 2:00
  brands
• 2:01
  is
• 2:01
  to
• 2:02
  complement
• 2:03
  and
• 2:04
  fill
• 2:04
  the
• 2:04
  white
• 2:04
  space
• 2:05
  within
• 2:05
  the
• 2:05
  broader
• 2:05
  brand
• 2:06
  portfolio
• 2:06
  for
• 2:06
  Macy's.
• 2:07
  And
• 2:08
  as
• 2:08
  you've
• 2:08
  probably
• 2:09
  seen,
• 2:09
  we
• 2:09
  are
• 2:09
  seeing
• 2:10
  such
• 2:10
  success
• 2:10
  with
• 2:11
  our
• 2:11
  brand
• 2:11
  portfolio
• 2:12
  collectively
• 2:12
  because
• 2:13
  of
• 2:13
  the
• 2:13
  national
• 2:13
  brands
• 2:14
  continue
• 2:14
  to
• 2:14
  elevate,
• 2:15
  private
• 2:16
  brands
• 2:16
  continue
• 2:16
  to
• 2:17
  elevate.
• 2:17
  We
• 2:17
  launch
• 2:17
  new
• 2:18
  brands,
• 2:19
  we
• 2:19
  tinker
• 2:19
  with
• 2:19
  current
• 2:20
  brands
• 2:20
  to
• 2:20
  make
• 2:20
  sure
• 2:21
  that
• 2:21
  they're
• 2:21
  as
• 2:21
  customer
• 2:22
  relevant
• 2:22
  as
• 2:22
  possible.
• 2:23
  And
• 2:24
  you
• 2:24
  know,
• 2:24
  we're
• 2:24
  on
• 2:24
  a
• 2:24
  multi
• 2:25
  year
• 2:25
  Journey,
• 2:25
  which
• 2:25
  has
• 2:25
  been
• 2:26
  really
• 2:26
  exciting
• 2:26
  and
• 2:27
  the
• 2:27
  customer
• 2:27
  is
• 2:27
  responding
• 2:28
  quite
• 2:28
  well.
• 2:29
  So
• 2:30
  to
• 2:30
  that
• 2:30
  point,
• 2:30
  you
• 2:30
  were
• 2:30
  on
• 2:31
  a
• 2:31
  panel
• 2:31
  earlier
• 2:31
  today,
• 2:32
  am
• 2:32
  I
• 2:32
  not
• 2:32
  mistaken?
• 2:33
  Yes,
• 2:33
  you
• 2:33
  were.
• 2:33
  And
• 2:34
  I
• 2:34
  want
• 2:34
  to
• 2:34
  make
• 2:34
  sure
• 2:34
  I
• 2:34
  get
• 2:34
  the
• 2:34
  panel's
• 2:35
  name
• 2:35
  right.
• 2:36
  So
• 2:36
  the
• 2:36
  key
• 2:37
  theme
• 2:37
  of
• 2:37
  that
• 2:37
  session
• 2:37
  was
• 2:38
  luring
• 2:38
  a
• 2:39
  price
• 2:39
  conscious
• 2:39
  guest
• 2:40
  with
• 2:40
  private
• 2:40
  brands
• 2:41
  that
• 2:41
  do
• 2:42
  that
• 2:42
  well.
• 2:42
  You
• 2:42
  like
• 2:42
  that?
• 2:42
  Yes,
• 2:43
  I
• 2:43
  did.
• 2:43
  Well.
• 2:43
  So
• 2:43
  I'm
• 2:43
  curious,
• 2:44
  what
• 2:44
  were
• 2:44
  some
• 2:44
  of
• 2:44
  the
• 2:45
  main
• 2:45
  messages
• 2:46
  you
• 2:46
  shared
• 2:46
  with
• 2:46
  the
• 2:47
  audience
• 2:47
  around
• 2:48
  luring
• 2:48
  a
• 2:48
  price
• 2:49
  conscious
• 2:49
  guest?
• 2:50
  Price
• 2:50
  conscious
• 2:50
  guest.
• 2:51
  I
• 2:51
  mean
• 2:51
  it's
• 2:51
  such
• 2:51
  a
• 2:51
  relative
• 2:52
  term.
• 2:53
  But
• 2:53
  one
• 2:53
  of
• 2:53
  the
• 2:53
  things
• 2:54
  we
• 2:54
  talked
• 2:54
  about
• 2:54
  in
• 2:54
  the
• 2:54
  panel
• 2:55
  was
• 2:55
  the
• 2:56
  customer
• 2:56
  of
• 2:56
  today
• 2:57
  has
• 2:57
  so
• 2:57
  much
• 2:58
  choice,
• 2:59
  right?
• 2:59
  And
• 3:00
  they're
• 3:01
  looking
• 3:01
  for
• 3:01
  those
• 3:01
  universal
• 3:02
  truths
• 3:02
  in
• 3:02
  the
• 3:02
  product
• 3:03
  and
• 3:03
  the
• 3:03
  experiences
• 3:04
  that
• 3:04
  I
• 3:04
  mentioned
• 3:05
  before.
• 3:05
  But
• 3:06
  the
• 3:06
  beautiful
• 3:06
  thing
• 3:07
  about
• 3:07
  Macy's
• 3:08
  that
• 3:08
  we
• 3:08
  have
• 3:08
  continued
• 3:09
  to
• 3:09
  talk
• 3:09
  about
• 3:09
  is
• 3:10
  we
• 3:10
  service
• 3:11
  a
• 3:11
  multi
• 3:11
  generational
• 3:12
  shopper.
• 3:12
  We
• 3:12
  have
• 3:13
  over
• 3:13
  40
• 3:13
  million
• 3:14
  active
• 3:14
  and
• 3:14
  live
• 3:15
  customers
• 3:15
  within
• 3:16
  the
• 3:16
  private
• 3:16
  brand
• 3:17
  sector.
• 3:19
  3/4
• 3:20
  plus
• 3:21
  of
• 3:21
  the
• 3:21
  customers
• 3:22
  shop
• 3:22
  with
• 3:22
  private
• 3:23
  brands.
• 3:23
  They
• 3:23
  shop
• 3:24
  three
• 3:24
  times
• 3:24
  more
• 3:25
  often
• 3:26
  on
• 3:26
  an
• 3:26
  annual
• 3:26
  basis
• 3:27
  and
• 3:27
  they've
• 3:27
  got
• 3:27
  some
• 3:27
  of
• 3:28
  our
• 3:28
  highest
• 3:28
  customer
• 3:28
  lifetime
• 3:29
  value.
• 3:30
  So
• 3:30
  we
• 3:30
  talked
• 3:30
  a
• 3:31
  lot
• 3:31
  about
• 3:31
  kind
• 3:31
  of
• 3:31
  the
• 3:32
  fueling
• 3:32
  that
• 3:32
  engine
• 3:33
  collectively
• 3:34
  through
• 3:34
  a
• 3:34
  bold
• 3:34
  new
• 3:35
  chapter
• 3:35
  of
• 3:36
  the
• 3:37
  total
• 3:37
  brand
• 3:37
  matrix
• 3:38
  that
• 3:38
  Macy's
• 3:39
  continues
• 3:39
  to
• 3:39
  service.
• 3:40
  And
• 3:40
  one
• 3:40
  of
• 3:40
  the
• 3:40
  things
• 3:40
  that
• 3:40
  I
• 3:41
  shared
• 3:41
  is
• 3:42
  you
• 3:42
  can
• 3:42
  buy
• 3:42
  a
• 3:42
  La
• 3:43
  Mer
• 3:43
  eye
• 3:43
  cream
• 3:43
  at
• 3:44
  Macy's,
• 3:45
  but
• 3:45
  you
• 3:45
  can
• 3:45
  also
• 3:46
  buy
• 3:46
  some
• 3:46
  really
• 3:46
  amazing
• 3:47
  on
• 3:47
  34th
• 3:48
  Basics,
• 3:49
  some
• 3:49
  Inc.
• 3:50
  Jeans,
• 3:51
  some
• 3:51
  hotel
• 3:51
  collection
• 3:52
  white
• 3:52
  sheets.
• 3:53
  Right?
• 3:53
  And
• 3:53
  that's
• 3:54
  the
• 3:54
  beauty
• 3:54
  of
• 3:54
  being
• 3:54
  a
• 3:54
  modern
• 3:56
  marketplace
• 3:57
  that
• 3:57
  you
• 3:57
  really
• 3:57
  can
• 3:58
  tier
• 3:58
  up
• 3:58
  or
• 3:59
  tear
• 3:59
  down
• 3:59
  no
• 3:59
  matter
• 4:00
  what
• 4:00
  you're
• 4:00
  looking
• 4:00
  for.
• 4:01
  And
• 4:01
  that's
• 4:01
  the
• 4:01
  beauty
• 4:01
  of
• 4:02
  Macy's.
• 4:03
  Well,
• 4:03
  Emily,
• 4:04
  one
• 4:04
  of
• 4:04
  the
• 4:04
  things
• 4:04
  that
• 4:05
  you've
• 4:05
  done
• 4:05
  really
• 4:05
  well,
• 4:06
  especially
• 4:06
  just
• 4:07
  in
• 4:07
  the
• 4:07
  last
• 4:07
  few
• 4:07
  months,
• 4:09
  is
• 4:09
  kind
• 4:09
  of
• 4:09
  bring
• 4:09
  in
• 4:10
  these
• 4:10
  collaborations
• 4:11
  too.
• 4:12
  How
• 4:12
  do
• 4:12
  you
• 4:12
  think
• 4:12
  about
• 4:14
  this
• 4:14
  theme
• 4:14
  of
• 4:14
  luring
• 4:15
  the
• 4:15
  price
• 4:15
  conscious
• 4:16
  consumer?
• 4:16
  How
• 4:16
  do
• 4:16
  you
• 4:16
  think
• 4:17
  about
• 4:17
  the
• 4:17
  right
• 4:18
  people
• 4:18
  to
• 4:19
  collaborate
• 4:19
  with,
• 4:20
  to
• 4:20
  build
• 4:21
  some
• 4:21
  of
• 4:21
  the
• 4:22
  brands
• 4:22
  that
• 4:22
  you
• 4:22
  have
• 4:23
  and
• 4:23
  to
• 4:23
  give
• 4:23
  people
• 4:24
  across
• 4:24
  all,
• 4:25
  all
• 4:25
  spectrum
• 4:26
  or
• 4:26
  all
• 4:27
  across
• 4:27
  the
• 4:27
  spectrum
• 4:28
  the
• 4:28
  ability
• 4:28
  to
• 4:28
  have
• 4:29
  this
• 4:29
  like
• 4:29
  really
• 4:29
  uniquely
• 4:30
  designed
• 4:31
  piece
• 4:31
  at
• 4:31
  an
• 4:32
  affordable
• 4:32
  price.
• 4:33
  I
• 4:33
  think
• 4:33
  one
• 4:34
  of
• 4:34
  the
• 4:34
  beautiful
• 4:34
  things
• 4:34
  about
• 4:35
  private
• 4:35
  brands
• 4:36
  is,
• 4:37
  and
• 4:37
  our
• 4:37
  private
• 4:37
  brands,
• 4:38
  they
• 4:38
  are
• 4:38
  unique
• 4:39
  and
• 4:39
  distinctively
• 4:40
  ownable
• 4:40
  by
• 4:41
  Macy's.
• 4:41
  Right?
• 4:42
  And
• 4:42
  so
• 4:42
  that
• 4:42
  the
• 4:42
  goal
• 4:43
  is
• 4:43
  to
• 4:43
  continue
• 4:44
  to
• 4:44
  put
• 4:44
  those
• 4:45
  brands
• 4:45
  out
• 4:45
  in
• 4:46
  front
• 4:46
  of
• 4:46
  more
• 4:47
  people
• 4:47
  and
• 4:47
  to
• 4:47
  become
• 4:48
  more
• 4:48
  loyal
• 4:48
  with
• 4:48
  our
• 4:49
  current
• 4:49
  customer.
• 4:50
  One
• 4:50
  of
• 4:50
  the
• 4:50
  things
• 4:50
  that
• 4:50
  we're
• 4:51
  thinking
• 4:51
  about
• 4:51
  is,
• 4:52
  you
• 4:52
  know,
• 4:52
  now
• 4:52
  that
• 4:53
  we've
• 4:53
  got
• 4:53
  the
• 4:53
  architecture
• 4:54
  of
• 4:55
  the
• 4:55
  brand
• 4:55
  portfolio
• 4:56
  in
• 4:56
  place,
• 4:56
  introducing
• 4:58
  outside
• 4:58
  voices,
• 4:59
  culturally
• 5:00
  relevant
• 5:01
  people
• 5:01
  that
• 5:02
  the
• 5:02
  customer
• 5:03
  can
• 5:03
  aspire
• 5:04
  to,
• 5:04
  want
• 5:04
  to
• 5:04
  connect
• 5:05
  with
• 5:05
  through
• 5:06
  one
• 5:06
  of
• 5:06
  our
• 5:06
  private
• 5:06
  brands
• 5:07
  and
• 5:07
  through
• 5:07
  one
• 5:07
  of
• 5:07
  the
• 5:07
  products.
• 5:08
  So
• 5:08
  most
• 5:08
  recently
• 5:10
  in
• 5:10
  September,
• 5:11
  we
• 5:11
  celebrated
• 5:12
  the
• 5:12
  40th
• 5:12
  anniversary
• 5:13
  of
• 5:13
  Inc.
• 5:14
  One
• 5:14
  of
• 5:14
  our
• 5:15
  most
• 5:15
  beloved
• 5:15
  brands.
• 5:16
  40
• 5:16
  years.
• 5:16
  Yes,
• 5:17
  40
• 5:17
  years.
• 5:17
  I
• 5:17
  know.
• 5:17
  Isn't
• 5:18
  that
• 5:18
  wow,
• 5:18
  crazy?
• 5:19
  And
• 5:19
  we
• 5:20
  partnered
• 5:20
  in
• 5:21
  celebration
• 5:21
  with
• 5:21
  Christian
• 5:22
  Siriano,
• 5:22
  who
• 5:23
  also
• 5:23
  was
• 5:23
  turning
• 5:23
  40
• 5:24
  years
• 5:24
  old
• 5:25
  last
• 5:25
  year.
• 5:25
  So
• 5:26
  nice
• 5:26
  combination,
• 5:27
  but
• 5:28
  someone
• 5:28
  that
• 5:28
  stands
• 5:29
  for
• 5:29
  values
• 5:30
  that
• 5:30
  are
• 5:31
  very
• 5:31
  similar
• 5:31
  to
• 5:31
  what
• 5:32
  Macy
• 5:32
  stands
• 5:32
  for.
• 5:33
  We
• 5:33
  want
• 5:33
  access,
• 5:35
  we
• 5:35
  want
• 5:35
  inspiration,
• 5:36
  we
• 5:36
  want
• 5:36
  experience,
• 5:37
  we
• 5:37
  want
• 5:38
  trend
• 5:38
  right
• 5:38
  and
• 5:38
  relevant
• 5:39
  product.
• 5:39
  And
• 5:40
  so
• 5:40
  Christian
• 5:40
  was
• 5:40
  an
• 5:40
  amazing
• 5:41
  person
• 5:41
  to
• 5:41
  bring
• 5:41
  on
• 5:42
  board
• 5:42
  for
• 5:42
  collaboration,
• 5:43
  not
• 5:43
  only
• 5:43
  to
• 5:43
  act
• 5:44
  as
• 5:44
  our
• 5:44
  creative
• 5:44
  director
• 5:45
  around
• 5:45
  the
• 5:45
  campaign
• 5:46
  to
• 5:46
  create
• 5:46
  exclusive
• 5:47
  products
• 5:47
  that
• 5:47
  you
• 5:48
  could
• 5:48
  only
• 5:48
  make
• 5:48
  at
• 5:48
  Macy's.
• 5:49
  And
• 5:49
  then
• 5:50
  one
• 5:50
  of
• 5:50
  the
• 5:50
  awesome
• 5:51
  things
• 5:51
  is
• 5:52
  as
• 5:52
  we
• 5:52
  were
• 5:52
  getting
• 5:52
  to
• 5:53
  know
• 5:53
  Christian
• 5:53
  and
• 5:54
  he
• 5:54
  now
• 5:54
  has
• 5:54
  become
• 5:54
  a
• 5:55
  friend
• 5:55
  of
• 5:55
  Macy's,
• 5:56
  we
• 5:56
  started
• 5:57
  to
• 5:57
  ideate
• 5:58
  on
• 5:58
  how
• 5:58
  we
• 5:58
  could
• 5:58
  leverage
• 5:59
  the
• 5:59
  power
• 5:59
  of
• 5:59
  Macy's
• 6:00
  as
• 6:00
  a,
• 6:00
  as
• 6:00
  a
• 6:01
  experiential
• 6:02
  sort
• 6:02
  of
• 6:02
  expert
• 6:03
  and
• 6:04
  give
• 6:04
  him
• 6:05
  space
• 6:05
  within
• 6:06
  our
• 6:06
  store
• 6:06
  to
• 6:07
  host
• 6:07
  his
• 6:07
  New
• 6:08
  York
• 6:08
  Fashion
• 6:08
  Week
• 6:09
  show
• 6:09
  for
• 6:09
  fall,
• 6:09
  which
• 6:10
  was
• 6:10
  one
• 6:10
  of
• 6:10
  the
• 6:10
  first
• 6:11
  times
• 6:12
  a
• 6:12
  New
• 6:12
  York
• 6:12
  Fashion
• 6:13
  Week
• 6:14
  show
• 6:14
  has
• 6:15
  been
• 6:15
  held
• 6:15
  in
• 6:15
  a
• 6:15
  retailer
• 6:16
  in
• 6:17
  partnership
• 6:17
  with
• 6:17
  a
• 6:18
  brand.
• 6:18
  And
• 6:19
  I
• 6:19
  will
• 6:19
  tell
• 6:19
  you,
• 6:20
  the
• 6:20
  way
• 6:20
  that
• 6:21
  we
• 6:21
  transformed
• 6:22
  the
• 6:22
  basement
• 6:23
  of
• 6:23
  the
• 6:23
  Herald
• 6:23
  Square
• 6:24
  store
• 6:24
  into
• 6:25
  the
• 6:25
  magical
• 6:26
  universe
• 6:27
  of
• 6:27
  Christian
• 6:27
  Siriano
• 6:28
  was
• 6:28
  incredible.
• 6:29
  So
• 6:29
  just
• 6:29
  a
• 6:30
  jumping
• 6:30
  off
• 6:30
  point
• 6:30
  for
• 6:31
  a
• 6:31
  lot
• 6:31
  more
• 6:31
  things
• 6:31
  that
• 6:31
  are
• 6:32
  coming
• 6:33
  within
• 6:33
  the
• 6:33
  private
• 6:33
  brand
• 6:34
  space.
• 6:34
  That's
• 6:34
  amazing.
• 6:35
  And
• 6:35
  could
• 6:35
  customers
• 6:36
  come
• 6:36
  to
• 6:36
  that
• 6:37
  so.
• 6:37
  Customers
• 6:38
  could
• 6:38
  see
• 6:39
  because
• 6:39
  it
• 6:39
  was
• 6:40
  live
• 6:40
  in
• 6:40
  the
• 6:40
  store.
• 6:41
  So
• 6:41
  that's
• 6:41
  also
• 6:41
  kind
• 6:42
  of
• 6:42
  interesting.
• 6:42
  Not
• 6:43
  only
• 6:43
  did
• 6:43
  we
• 6:43
  window
• 6:44
  shop
• 6:44
  it.
• 6:44
  Yeah,
• 6:44
  window
• 6:45
  shop
• 6:45
  it.
• 6:45
  We
• 6:46
  took
• 6:46
  over
• 6:46
  all
• 6:46
  of
• 6:47
  the
• 6:47
  store
• 6:48
  windows
• 6:48
  on
• 6:49
  the
• 6:49
  front
• 6:49
  side
• 6:49
  of
• 6:49
  the
• 6:50
  building
• 6:50
  with
• 6:50
  the
• 6:50
  collaboration
• 6:51
  just
• 6:51
  to
• 6:51
  kind
• 6:52
  of
• 6:52
  denote
• 6:52
  that
• 6:52
  we
• 6:52
  were
• 6:53
  doing
• 6:53
  things
• 6:53
  with
• 6:53
  Christian.
• 6:54
  But
• 6:54
  yes,
• 6:54
  if
• 6:55
  you
• 6:55
  wanted
• 6:55
  to
• 6:55
  peer
• 6:55
  down
• 6:56
  into
• 6:56
  the
• 6:56
  fashion
• 6:57
  show
• 6:57
  as
• 6:57
  a
• 6:57
  customer,
• 6:58
  you
• 6:58
  could.
• 6:59
  And
• 6:59
  it
• 6:59
  was
• 7:00
  also
• 7:00
  one
• 7:00
  of
• 7:00
  the
• 7:00
  biggest
• 7:00
  fashion
• 7:01
  shows
• 7:01
  with
• 7:01
  over
• 7:01
  6,
• 7:02
  700
• 7:02
  people,
• 7:03
  which
• 7:03
  was
• 7:03
  a
• 7:04
  combination
• 7:04
  of
• 7:04
  customers
• 7:06
  as
• 7:07
  well
• 7:07
  as
• 7:07
  fans
• 7:07
  of
• 7:07
  Christian
• 7:08
  and
• 7:08
  fans
• 7:08
  of
• 7:08
  Macy's.
• 7:09
  I
• 7:09
  love
• 7:09
  that
• 7:10
  everyone
• 7:10
  gets
• 7:11
  to
• 7:11
  have
• 7:11
  access
• 7:11
  to
• 7:12
  Fashion
• 7:12
  Week,
• 7:13
  not
• 7:13
  just
• 7:13
  the
• 7:14
  fashion
• 7:14
  editors.
• 7:14
  Exactly.
• 7:16
  Well,
• 7:16
  let's
• 7:16
  shift
• 7:16
  gears
• 7:17
  a
• 7:17
  little
• 7:17
  bit.
• 7:17
  We're
• 7:18
  asking
• 7:18
  a
• 7:18
  lot
• 7:18
  of
• 7:18
  people
• 7:19
  here
• 7:19
  at
• 7:19
  NRF
• 7:20
  this
• 7:20
  year
• 7:20
  because
• 7:21
  it's
• 7:21
  such
• 7:21
  an
• 7:21
  important
• 7:22
  topic
• 7:23
  about
• 7:23
  AI
• 7:24
  And
• 7:24
  I'm
• 7:24
  curious,
• 7:25
  Emily,
• 7:26
  where
• 7:26
  are
• 7:26
  you
• 7:26
  seeing
• 7:26
  some
• 7:27
  of
• 7:27
  the
• 7:27
  biggest
• 7:28
  benefits
• 7:28
  of
• 7:29
  AI
• 7:29
  in
• 7:30
  your
• 7:30
  day
• 7:30
  to
• 7:31
  day?
• 7:31
  Sure.
• 7:32
  I
• 7:32
  mean,
• 7:32
  there's
• 7:32
  several
• 7:32
  ways
• 7:33
  that
• 7:33
  we're
• 7:33
  leveraging
• 7:33
  AI
• 7:34
  at
• 7:35
  Macy's,
• 7:35
  but
• 7:36
  specifically
• 7:36
  to
• 7:36
  my
• 7:37
  world,
• 7:37
  one
• 7:38
  of
• 7:38
  the
• 7:38
  things
• 7:38
  that
• 7:38
  we
• 7:39
  are
• 7:39
  using
• 7:39
  AI
• 7:40
  platforms
• 7:41
  and
• 7:41
  the
• 7:41
  capability
• 7:42
  for
• 7:42
  is
• 7:42
  nuanced
• 7:43
  storytelling.
• 7:44
  So
• 7:44
  as
• 7:45
  you
• 7:45
  know,
• 7:45
  when
• 7:45
  you
• 7:45
  start
• 7:46
  the
• 7:46
  end
• 7:46
  to
• 7:47
  end
• 7:47
  process,
• 7:47
  it
• 7:48
  typically
• 7:48
  starts
• 7:48
  with
• 7:48
  a
• 7:48
  brand
• 7:49
  concept.
• 7:50
  That
• 7:50
  brand
• 7:50
  concept
• 7:51
  needs
• 7:51
  to
• 7:51
  have
• 7:51
  a
• 7:51
  story.
• 7:52
  It
• 7:52
  needs
• 7:53
  to
• 7:53
  have
• 7:53
  tactical
• 7:54
  elements
• 7:54
  that
• 7:54
  the
• 7:55
  design
• 7:55
  team,
• 7:55
  the
• 7:56
  merchant
• 7:56
  team,
• 7:57
  the
• 7:57
  global
• 7:57
  sourcing
• 7:58
  team
• 7:58
  can
• 7:58
  take
• 7:58
  and
• 7:59
  run
• 8:00
  through
• 8:00
  the
• 8:00
  end
• 8:00
  to
• 8:00
  end
• 8:00
  calendar.
• 8:01
  So
• 8:01
  we're
• 8:01
  leveraging
• 8:02
  it
• 8:02
  quite,
• 8:02
  quite
• 8:02
  a
• 8:02
  bit
• 8:03
  to
• 8:03
  kind
• 8:03
  of
• 8:03
  nuance
• 8:04
  and
• 8:05
  triangulate
• 8:05
  multiple
• 8:06
  points
• 8:06
  of
• 8:06
  information
• 8:07
  into
• 8:07
  compelling
• 8:08
  storytelling.
• 8:09
  In
• 8:10
  addition
• 8:10
  to
• 8:10
  that,
• 8:10
  our
• 8:11
  digital
• 8:11
  platforms
• 8:11
  are
• 8:12
  starting
• 8:12
  to
• 8:12
  test
• 8:12
  using
• 8:13
  different
• 8:13
  AI
• 8:15
  methodologies
• 8:16
  to
• 8:16
  do
• 8:16
  more
• 8:16
  personalization
• 8:17
  and
• 8:17
  selective
• 8:17
  selling,
• 8:18
  which
• 8:18
  we
• 8:19
  are
• 8:19
  piloting
• 8:20
  with
• 8:20
  private
• 8:20
  brand.
• 8:21
  So
• 8:21
  that's
• 8:22
  been
• 8:22
  really
• 8:22
  exciting
• 8:22
  to
• 8:23
  see
• 8:23
  customer
• 8:23
  reaction
• 8:24
  to
• 8:24
  as
• 8:24
  we've
• 8:25
  started
• 8:25
  to
• 8:25
  implement
• 8:25
  that
• 8:26
  because
• 8:26
  as
• 8:26
  we
• 8:26
  know,
• 8:27
  the
• 8:27
  goal
• 8:27
  is
• 8:27
  to
• 8:28
  raise
• 8:28
  the
• 8:28
  basket,
• 8:29
  raise
• 8:29
  the
• 8:29
  aur,
• 8:30
  inspire
• 8:30
  our
• 8:31
  customers
• 8:31
  and
• 8:32
  leveraging
• 8:32
  the
• 8:32
  intel
• 8:33
  within
• 8:33
  AI
• 8:34
  is
• 8:34
  helping
• 8:34
  us
• 8:34
  to
• 8:34
  do
• 8:34
  that.
• 8:34
  That's
• 8:35
  amazing.
• 8:36
  All
• 8:36
  right,
• 8:36
  well,
• 8:36
  let's
• 8:36
  get
• 8:36
  you
• 8:36
  out
• 8:36
  of
• 8:37
  here
• 8:37
  on
• 8:37
  this.
• 8:37
  So
• 8:37
  2026,
• 8:38
  we're
• 8:38
  two
• 8:39
  weeks
• 8:39
  in.
• 8:39
  I
• 8:39
  think
• 8:39
  two
• 8:39
  or
• 8:40
  three
• 8:40
  weeks
• 8:40
  in.
• 8:40
  I
• 8:40
  lost
• 8:40
  count
• 8:41
  already.
• 8:41
  Yes.
• 8:42
  What
• 8:42
  can
• 8:42
  we
• 8:42
  expect
• 8:42
  from
• 8:43
  you
• 8:43
  this
• 8:43
  year?
• 8:44
  What
• 8:45
  can
• 8:45
  you
• 8:45
  expect
• 8:45
  from
• 8:46
  private
• 8:46
  brands
• 8:46
  this
• 8:46
  year?
• 8:47
  Well,
• 8:47
  first
• 8:47
  of
• 8:47
  all,
• 8:47
  you
• 8:47
  can
• 8:48
  expect
• 8:48
  a
• 8:48
  lot
• 8:48
  from
• 8:48
  Macy's
• 8:49
  this
• 8:49
  year.
• 8:49
  You
• 8:49
  know,
• 8:50
  entering
• 8:50
  into
• 8:51
  what
• 8:51
  is
• 8:51
  the
• 8:52
  next
• 8:52
  phase
• 8:52
  of
• 8:52
  our
• 8:52
  bold
• 8:52
  new
• 8:53
  chapter.
• 8:53
  You'll
• 8:54
  see
• 8:54
  more
• 8:54
  magic.
• 8:55
  We
• 8:56
  have
• 8:56
  the
• 8:56
  100th
• 8:56
  year
• 8:56
  of
• 8:56
  the
• 8:57
  parade
• 8:57
  that
• 8:57
  we
• 8:57
  will
• 8:57
  celebrate
• 8:58
  this
• 8:58
  year,
• 8:58
  the
• 8:58
  50th
• 8:59
  anniversary
• 9:00
  of
• 9:00
  the
• 9:00
  fireworks.
• 9:01
  So
• 9:01
  we're
• 9:01
  calling
• 9:01
  it
• 9:01
  the
• 9:01
  year
• 9:02
  of
• 9:02
  celebration,
• 9:02
  which
• 9:02
  is
• 9:03
  really,
• 9:03
  really
• 9:03
  exciting.
• 9:04
  But
• 9:04
  within
• 9:05
  that,
• 9:05
  you
• 9:05
  will
• 9:06
  see
• 9:06
  the
• 9:07
  private
• 9:07
  brand
• 9:07
  portfolio
• 9:08
  continue
• 9:08
  to
• 9:09
  be
• 9:09
  nuanced
• 9:09
  in
• 9:10
  relationship
• 9:11
  with
• 9:11
  the
• 9:11
  national
• 9:11
  brand
• 9:12
  portfolio.
• 9:12
  You
• 9:12
  will
• 9:13
  see
• 9:13
  us
• 9:14
  continue
• 9:14
  to
• 9:14
  improve
• 9:15
  our
• 9:15
  current
• 9:15
  brands
• 9:15
  that
• 9:16
  we
• 9:16
  know
• 9:16
  the
• 9:16
  customer
• 9:16
  loves.
• 9:17
  You
• 9:17
  will
• 9:17
  see
• 9:18
  us
• 9:18
  build
• 9:18
  even
• 9:18
  more
• 9:18
  quality
• 9:19
  and
• 9:19
  value
• 9:19
  into
• 9:20
  those
• 9:20
  brands.
• 9:20
  You
• 9:21
  will
• 9:21
  see
• 9:21
  more
• 9:21
  noteworthy
• 9:22
  collaborations.
• 9:23
  We
• 9:23
  have
• 9:23
  a
• 9:23
  very
• 9:24
  buzzworthy
• 9:24
  collaboration
• 9:25
  coming
• 9:25
  in
• 9:25
  the
• 9:25
  womenswear
• 9:26
  space
• 9:26
  on
• 9:26
  the
• 9:26
  first
• 9:27
  half
• 9:27
  of
• 9:27
  the
• 9:27
  year
• 9:29
  and
• 9:29
  you'll
• 9:29
  start
• 9:29
  to
• 9:29
  see
• 9:30
  us
• 9:31
  try
• 9:31
  and
• 9:32
  nuance
• 9:32
  our
• 9:32
  speed
• 9:32
  to
• 9:32
  market
• 9:33
  calendar
• 9:33
  in
• 9:33
  a
• 9:33
  way
• 9:34
  that
• 9:34
  gets
• 9:34
  us
• 9:35
  much
• 9:35
  closer
• 9:35
  in
• 9:35
  so
• 9:36
  that
• 9:36
  we're
• 9:36
  employing
• 9:36
  trends
• 9:37
  and
• 9:37
  newness
• 9:39
  in
• 9:39
  a
• 9:39
  much
• 9:39
  more
• 9:39
  strategic
• 9:40
  way.
• 9:40
  Awesome.
• 9:41
  Well,
• 9:42
  Emily,
• 9:42
  thank
• 9:42
  you
• 9:43
  so
• 9:43
  much
• 9:43
  for
• 9:44
  sharing
• 9:44
  an
• 9:45
  update
• 9:45
  with
• 9:45
  all
• 9:46
  of
• 9:46
  us.
• 9:46
  Thank
• 9:46
  you
• 9:47
  for
• 9:47
  being
• 9:47
  one
• 9:47
  of
• 9:47
  our
• 9:47
  omnistars
• 9:48
  and
• 9:49
  thank
• 9:49
  you
• 9:49
  to
• 9:49
  Vuzion
• 9:50
  for
• 9:50
  making
• 9:51
  all
• 9:51
  of
• 9:51
  our
• 9:51
  coverage
• 9:51
  here
• 9:51
  at
• 9:52
  NRF
• 9:52
  possible
• 9:52
  for
• 9:53
  you.
• 9:53
  Stay
• 9:54
  tuned.
• 9:54
  More
• 9:55
  to
• 9:55
  come
• 9:55
  today
• 9:55
  and
• 9:56
  until
• 9:56
  our.
• 9:57
  Next
• 9:57
  interview,
• 9:57
  be
• 9:58
  careful
• 9:58
  out
• 9:58
  there.