Macy's Ala Moana debuts with added brand names

By Paula Rath
Advertiser Staff Writer

Friday's debut of Macy's at Ala Moana Center will feature new ways of presenting merchandise but no major changes until after the holiday season.

The most noticeable difference can be found in the women's clothing, shoes and home departments.

The women's shoes department will triple its inventory — from 34,000 to 100,000 pairs — and will include brands such as Marc Jacobs, Joan & David, Tommy Hilfiger, Anne Klein 2 and Carlos Santana. With the additional inventory, the department's floor space has nearly doubled.

Shoppers will find shoe sizes weighted toward the smaller and larger sizes, with fewer mid-range sizes, said Deena Nichols, director of Hawai'i stores. And, yes, they have ordered wider widths to accommodate our lu'au feet.

At the top of the escalator on the third floor, shoppers will find Impulse, Macy's trendy corner. It is interesting to note that the buyer for this department works out of Los Angeles, so hip is the word here. At the moment, bcbg and Max Studio are featured designers, but that can change at any time. This is where new, smaller, trendy designers get their chance.

"Impulse is for whoever's 'happening' right now," said Judy Larch, vice president of merchandising.

Next door is Alfani, Macy's soft approach to office wear — a place for the woman who likes to wear classic, traditional clothes to work, but not necessarily suits.

Next up is the social dresses department with its collection of cocktail dresses and evening gowns from designers such as Tessuto, Laundry and A.B.S. Evening. This becomes Macy's prom central in the spring.

Viewpoint, which used to be the Crest Room, will continue to be the place for upscale clothes from designers such as Anne Namba, Harrari, Misook, and trunk shows by Linda Iki. Nichols said she anticipates growth for these lines.

There are no plans to reduce offerings in Island Attitudes or aloha wear. "We haven't reduced any island presence anywhere," Nichols said.

Island Moments by Emme, begun as a partnership between Iolani Sportswear and Liberty House, will be continued. Reyn's, Tori Richard, Kahala and other Island designers' offerings may be expanded. There might even be opportunities for Hawai'i designers in Macy's Mainland stores, although a decision is yet to be made.

In men's wear, there is a return to designer clothing such as Theory, Hugo Boss and Joseph Abboud. The young men's department will see the addition of premium denim by Diesel and Lucky. Street wear with Sean John and Phatt Farm also will be brought in. And in the spring, male shoppers will find an Impulse department just for them.

The fourth floor has been renovated for a more open and airy feel. Everything on this floor relates to how we live, with beds made up and tables set. In addition to the linen lines carried by Liberty House, Macy's has added DKNY Home and its store brand, Charter Club. Formal houseware, with fine china, porcelain, crystal stemware and silver, can also be found on this floor. Also available are cookware made with alternative metals such as Nambe and coated aluminum — material that won't tarnish, even in our climate.

Still on the fourth floor: Kitchen appliances and cookware offerings have been considerably expanded. Cooking ingredients and utensils are all in one place called The Cellar; And the luggage department nearby has been doubled in size.

The major change with the Bridal Registry is the addition of a self-serve computer that can be operated from several departments. By keying in the name of the wedding party, shoppers can go through the bridal list, find out the price of each item on the list and know which items are still available.

Kuu Home, a section offering made-in-Hawai'i gifts, stays and will be expanded to other stores.

Next spring, Macy's Woman, a department devoted to plus-size women, will be unveiled in the space where Alan Wong's Regional Marketplace used to be. Fashions in sizes 1X to 3X and 16 to 24 will be available from designers Ralph Lauren, Tommy Hilfiger and Jones New York, as well as Charter Club, Macy's own brand of classic sportswear.