Since 1858
The best part about leading a legacy brand is the chance to shape its unfolding story.
Here’s an example I’m especially proud of. When Macy’s was ready to reorder shopping bags, I wanted to explore more sustainable options that would align with our brand values and identity. It wasn’t a mandate, but the retail industry had work to do in that area, and we were glad to be a part of it.
Macy's Herald Square on 34th Street NYC
Market by Macy's small format store, Chicago
Macy's Tech offices, San Francisco
Taking inspiration from the bronze fixtures at the iconic flagship store on 34th Street, some vintage Macy’s totes, and the natural wood fixtures in Market by Macy’s stores, we introduced rich, warm colors into the palette (below), making unbleached kraft paper a compatible choice for the store shopping bag and ecommerce gift bags.
Even more sustainable was the idea of replacing the paper with reusable bags. In collaboration with OceanCycle and our manufacturer, we developed a bag made of ocean-bound plastics which means they’re collected seaside before salt water diminishes their suitability for recycling.
Thoughtful designs by fashion designer Natali Germanotta echoed the ocean, and the shapes of countries where the ocean-bound material was sourced. These and other branded options were offered at checkout with reuse incentives for loyalty customers.
The impact
The program reduced our production of single-use poly bags by 12%, utilized higher recycled content, and saved $1.4M in expense. At launch Macy’s became the world’s largest user of ocean-bound plastics, supporting economies of global seaside communities and protecting oceans worldwide. Small steps, big change.