In 1924, Macy's Herald Square department store began an American tradition with its first Thanksgiving Day Parade. Originally referred to as the Macy's Christmas Parade, the event marked the beginning of the holiday season and with it, the start of Christmas shopping for the millions of consumers.
With such a famous parade attached to their name and almost one million square-feet of retail space standing seven stories high, it is no surprise that the Macy's Herald Square lingerie department is a leader in both sales and trends in the industry.
Perched high on the 6th floor at 151 West 34th Street, Macy's intimate apparel department features big names in fashion such as Calvin Klein and DKNY.
Upon entering the department, one will find that these brands take up the most real estate on the floor with a full display that includes posters, life-size mannequins and multiple racks of merchandise. The Jenni by Jennifer Moore line of intimates and lounge-wear also stands alone when it comes to presentation. The line, which is exclusive to Macy's, includes bright colors and fun prints in panties, lounge pants and robes. Its floor space is decorated in orange and pink and features bright pink mannequins and Chinese lanterns. Jenni's youthful style and moderate price point (4 panties for $19.98) are sure to catch the eye of a junior buyer.
Other key players include Felina, Maidenform, Wacoal, Chantelle and Sophie B. from International Intimates. While Chantelle warrants its own billing above the display rack, Sophie B. and Jezebel lure shoppers in by featuring their most enticing styles on mannequins. The department also carries luxury linens from Natori and Waterford and textile collections from Martha Stewart and Charter Club.
This holiday season, shoppers were able to experience a true miracle of 34th Street with an array of moderately priced items in the boldest holiday tones. Flora Nikrooz displayed red silk chemises while Jezebel showed off black and red bra sets with matching tutu panties.
The lingerie department at Macy's- jam-packed with merchandise- is far from the intimate setting showcased by smaller outiquestores. Simply stepping off the escalator and around the corner, the consumer is hit with a frenzy of bright displays, tables of panties in all the colors of the rainbow and racks of bras in cup sizes A and beyond. If you think that the broad array of intimates will leave the customer lightheadeddon't worry, the retailer has conveniently situated a Starbucks on the sixth floor.