What: Macy’s reveals its new private brand, a collection of women’s apparel and accessories called “On 34th.”

Why it is important: Macy's aims to increase the percentage of private brands in its portfolio and has done extensive market research to release On 34th to appeal to its target market.

The new collection offers classic wardrobe staples designed for modern life. This paired with its wide size range, the store is revamping its private brands to be more customer-centric, modern, and inclusive. It is aiming to get its private brands back to above 20% of its volume.

Some of the On 34th collection styles are online already on the Macy’s website but the official launch happens on August 17th. Macy’s stores will sell the new collection then, and the On 34th shoes will launch in the spring of 2024.

Macy’s unveils its new private brand