On 34th Brand Launch

In 2023, Macy’s launched a new women’s private brand, On 34th, featuring a comprehensive brand identity, product naming and packaging development, paid and organic marketing, and PR. The Macy’s in-house creative team partnered closely with BBDO on the initial concepts, which led to the main campaign lines. The launch led to $12.9M in same-store sales in the first 6 months and kicked off a renewed focus on private brand strategic initiatives.