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Macy's Chief Merchandising Officer Jeffrey Gennette explains how the company chooses which brands will be sold at stores.
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Welcome back to Macy's 31 street -- everybody I'm -- -- the -- American icon here on Fox Business today we are live all day.
Now types of things sell the best -- give you some ideas of what sold last year.
Here and Macy's as far as feminine accessories.
Shoes 36%.
To sales there you go.
And feminine apparel.
You know -- -- -- like that right 26%.
Men's kids 23% in -- course home -- 50%.
Is responsible.
For picking.
All of this stuff it is Jeff -- -- the chief.
Merchandising officer of Macy's hi Jeff -- -- aren't a lot of questions for you but first and foremost it is about the celebrity's here at Macy's you've got.
It's about Donald Trump but the but Jessica Simpson it's about Michael course how do you decide what the legs are gonna be your best sellers.
You know the first thing we look at is what customers we need to -- so we spent a lot of time really looking at different parts of the country and what they respond -- And so that's what we first look at.
All right so let's so let's talk about those -- categories I was just giving a -- -- -- up four point 6%.
For the company year over year.
Yes we are looking at all the celebrity brands you know right now they're outperforming most brands that we haven't storm -- they're doing very well.
And our opportunities to use the celebrity brands to plug spaces that we don't really -- a business right now.
So before we make any decision about bringing in the celebrity brand we make sure that we have an underserved customer that we complied with temporary.
Jeff flock of it is from and I wanna walk over to Michael -- -- about the course is one of the most.
Well none bestselling.
Brands they have Michael where's the course makes purses -- shoes I might about a few items -- Michael -- -- -- -- But overall.
-- if you're looking at the mine Macy's brand in my cases where you go local.
My niece is is where you go like say new York -- to be able to buy a yankees teacher yankees sweater how successful has my Macy's because Terry loves talking about.
It's highly successful so if you look at look at a brand like -- which is a big broad American programs.
You know we have we tailor the Levi assortment for every single -- that were in.
We have like seventeen different styles in each of those styles we have up to forty different washers and that we have all the sizing and with an all those washes.
So -- Detroit we sell shrink defect.
In the middle of the country we basically sell the straight -- and then we saw the skinny on the west cuts.
We really use the mine Macy's lands to make sure that we get the right assortment and every single -- the country.
Yes give us I was talking to Terry Terry about this earlier look at economies -- -- -- right now and we're a little bit concerned obviously about the consumer and about how they're gonna spend.
Do you Begin to look around as -- as the merchandising officer and say you know okay this brand isn't selling.
This type of wine glasses of popular right now a mastectomy did make some cuts to what -- -- of the source for now mechanic you're ready for what might be a a rough.
Third quarter you know we have so many strategies that are built for the fourth quarter tolerant market strategy and we are very confident that we we have in front of the customer for fourth quarter.
We're gonna take market share regardless of what the economy is doing.
So we really went back we look at all the history and we look at what.
We'll look for abuse or fashion not just gonna tell us what's going to be important and we register it.
And you know trends are uninteresting things.
Trends are important every -- -- store it might be a different brand architecture you might have some stores that can afford the higher price points in summer you've got to be more value oriented.
But the trend -- still important.
So my Macy's gives us the opportunity to really tailored -- -- -- level.
It's all about the consumer Jeff cadet chief merchandising officer -- Macy's Jeff thank you very much them and it chooses what you see in the store.
Stores across the country for Macy's are right now except us.
