MACY'S
DEPLOYMENT: Product Design & National Retail Rollout
LOCATION: 330 Stores Nationwide
TIMELINE: Trend-Based Product Launch
VELOCITY: Initial 30-Store Pilot Scaled to 300 Additional Locations
THE INTENT: CAPTURING TRENDS AT SCALE
Driven by emerging market trends in dainty, contemporary jewelry, we engineered a complete capsule collection for Macy's private label, Giani Bernini, to capture a younger buyer demographic.
Tattered Brands managed the entire lifecycle of the initiative. This included everything from initial trend analysis and vendor product design to physical retail merchandising, video marketing creation, and nationwide inventory expansion.
01 // THE BOTTLENECK
Missing the Trend > Legacy retail brands often miss fast-moving market opportunities because traditional product development takes too long. Giani Bernini needed a quick way to design, test, and launch a modern jewelry line while meeting strict corporate styling and display rules.
02 // THE DEPLOYMENT
Product Design & Marketing > Tattered Brands managed the entire lifecycle of the new collection from concept to shelf:
Partnered with jewelry vendors to design and curate a new 30-piece contemporary silver and gold-plated collection.
Sourced and secured custom visual display cases that met Macy's corporate retail standards.
Collaborated with the Macy's Style Crew and production teams to film and launch promotional marketing videos.
Monitored early sales data and customer feedback during the initial launch to track performance and plan next steps.
03 // THE VELOCITY
330-Store Expansion > The test phase beat initial sales projections and triggered an immediate nationwide rollout:
Successfully built a profitable new product category that attracted a younger demographic.
Generated high sales numbers and excellent customer feedback during the initial 30-store launch.
Used the strong launch metrics to expand the collection into 300 additional stores nationwide.