Abercrombie Kids partners with Macy's for their back-to-school promotions
In a strategic move that benefits both retailers, Macy's and Abercrombie Kids have joined forces for the upcoming back-to-school season. According to Liza Amlani, co-author of "The Whole Sale - Profitable Wholesale Strategies for Brands," this partnership is a smart move for both parties.
The partnership aims to help both retailers manage the disruption caused by tariffs. Abercrombie & Fitch is optimising its supply chain and product costs in response to tariff chaos, while Macy's is working with Abercrombie & Fitch to secure a wholesale cost that they can manage.
The collaboration includes a wide range of products for kids, including jeans, T-shirts, dresses, skirts, sweaters, outerwear, and accessories, available in sizes 5 to 18. Macy's is also promoting items from Nike, Adidas, Levi's, Juniors, Arch Studio, Charter Club, Sun and Stone, and Mode of One for back-to-school and dorm life.
This partnership is not just about managing tariffs, however. Macy's is selling an assortment from Abercrombie Kids as part of its back-to-school merchandising, giving the department store a fresh boost. Moreover, Macy's can tap into Abercrombie & Fitch's insights to assort their product mix, providing a more diverse and attractive offering for customers.
Interestingly, department stores are attracting newer entrants that started as online-only retailers. This partnership is a testament to that trend, with Macy's and Abercrombie & Fitch coming together in a symbiotic relationship.
Abercrombie & Fitch Co. is also expanding the distribution of its children's brand, including a deal to expand internationally. The reason for this expansion, as mentioned in the Macy’s partnership, is linked to Abercrombie & Fitch's strategic efforts to broaden its market reach globally and capitalise on growing international demand for its brands. This expansion allows Abercrombie Kids to access new customer bases beyond the Americas, including Europe, the Middle East, Africa, and the Asia-Pacific regions, where Abercrombie & Fitch already operates as an omnichannel retailer. Expanding distribution internationally through partners like Macy’s helps the company strengthen brand presence and sales in diverse markets while mitigating challenges like import tariffs and shifting consumer spending.
Abercrombie & Fitch has a strong track record of merchandising localized assortments, and the collection is available in Macy's stores and online. Liza Amlani observes a growth in wholesale strategies for brands looking to expand into new markets, and this partnership is a prime example of that trend.
Finally, it's worth noting that department stores like Macy's are regaining attention from legacy brands such as Abercrombie and Nike. This partnership is a sign of the times, with traditional retailers and online-only retailers coming together to offer customers a more diverse and attractive shopping experience.
[1] "Abercrombie & Fitch Co. Expands Children's Brand Distribution Internationally," PR Newswire, [date]. [2] "Abercrombie & Fitch's Supply Chain Strategy Amid Tariff Chaos," Forbes, [date].
- The strategic partnership between Macy's and Abercrombie Kids, encompassing various products from fashion-and-beauty (jeans, T-shirts, dresses, skirts, sweaters, outerwear, and accessories) to home-and-garden, could potentially attract a broader range of customers, catering to a lifestyle that extends beyond retail.
- While the primary objective of the collaboration is to manage disruptions caused by tariffs, the partnership also provides Macy's with valuable insights from Abercrombie & Fitch, enabling them to offer a more diverse and competitive product mix to customers.
- In a bid to broaden its market reach, Abercrombie & Fitch Co. is expanding the distribution of its children's brand internationally, aiming to access new customer bases in regions like Europe, the Middle East, Africa, and the Asia-Pacific, where they already operate as an omnichannel retailer.
- The collaboration between Macy's and Abercrombie & Fitch is a noteworthy example of how traditional brick-and-mortar retailers (such as Macy's) and online-only retailers (like Abercrombie) are teaming up to offer customers a more attractive shopping experience, bridging the gap and revitalizing the industry.
