Macy's launches new brands to target millennials

ANNE D'INNOCENZIO AP Retail Writer Published:

NEW YORK (AP) -- Macy's is firing its first salvo at the millennials.

The venerable department store chain is launching 13 new brands and expanding 10 other existing labels that it believes will resonate with shoppers in that 13-to-30 age group.

The roster includes an exclusive Marilyn Monroe fashion collection and a men's T-shirt line from an upstart called Fatal Clothing, which specializes in tattoo-influenced designs. The chain also will be offering a collection of runway-inspired fashions that will change monthly.

The new fashion offerings, which are being rolled out this fall and next spring, represent the first phase of the retailer's intensive campaign to attract the highly sought-after group.