American retailer Macy's has taken note of the growing tailored market in menswear. A recent announcement to extend their two-year old Bar III label to include the Carnaby Collection shows they are putting their dollars behind their younger customer looking for slimmer silhouettes. The collection is inspired by traditional Saville Row tailoring and finishes, with tweeds, herringbone, and rich colours which will appeal to the modern male.
“Bar III is a brand we launched two years ago, to appeal to the Millennial Impulse customer, the tailored clothing piece took off incredibly well.” Nancy Slavin, senior vice president of marketing for Macy’s Merchandising Group said in a press interview recently. The men's collection will have heavy marketing and advertising in magazines, online and through the store to support its launch this fall. All pieces will be merchandised together, with Slavin adding that men are prone to purchase when a "guy sees it all pulled together".
Trend brands come and go, albeit at a slower frequency in menswear, establishing a core brand like Bar III and creating extensions on it is a key strategy to stay on top of consumer preferences without having to re-invent each cycle.