Department store chain Macy's Inc. is aggressively going after the millennial shopper.
The retailer plans to add 13 brands to its lineup and expand 10 others in the next year to court those between the ages of 13 and 30. Apparently these young consumers control some $65 billion a year in spending power.
The new brands -- which include Marilyn Monroe, Keds apparel and G-Star Raw -- will go into either Macy's mstylelab for 13-to-22-year-olds, or the Impulse section for those 19 to 30.
Macy's Chief Executive Terry J. Lundgren already emphasized earlier this year that attracting young shoppers of the Twitter, Facebook and Pinterest generation is a key focus.