Yesterday I met with Anabel Caamano, VP of Macy's private label intimates and sleepwear items. Anabel started in the fashion industry by studying marketing at St. Johns University and now runs the designs of all six of Macy's private labels in her department.
Anabel and her team begin the design process by reviewing how their merchandise sold within the past two years. By analyzing the history of their brand the company can reflect on which items did well and which did not sell in order to learn what to do for their upcoming season.
Macy's private labels are considered vendors that sell to the Macy's store. The private labels account for 70% of Macy's total business.
Anabel says that color is the most important factor of design and this season the main trend is natural colors with an addition of pinks, blues, mint and greys. According to Anabel, fashion has recently been simplified and the upcoming styles will be more down to earth.
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