Macy’s Embraces Seasonal Change with ‘Sunset + Spring’ Trademark for a Fresh Retail Concept

Even with Macy’s announcement to close over 100 underperforming stores by 2026, the retailer continues to surprise us with new trademarks. Macy’s IP Holdings, LLC recently filed a trademark for Sunset + Spring. This filing is for retail store services that will feature clothing, footwear, handbags, and accessories. The clothes under this brand will include shirts, shorts, and pants. The accessories will include scarves, gloves, belts, and hats. The bags will include all-purpose carrying bags, tote bags, market bags, duffle bags, handbags, and wallets.

This trademark was filed under the clothing products, leather products, advertising business, and retail services categories, and is still waiting for approval from the United States Patent and Trademark Office (USPTO). Filing under the retail services category is interesting for a brand that plans to close some of its existing stores as part of its three-year strategy. Could this be part of their plan to focus their investments on locations where customers are responding better to their offerings?

With over sixty stores already closed, this could open the way for another store. And what better way to do this than by focusing on seasonal outfits? With Spring just around the corner, everyone is looking forward to the time when the snow is gone. When and we can finally wear lighter clothes after months of layers. If the flowers and leaves can bloom, why can’t our outfits match that energy? Everyone deserves a colorful floral outfit that makes them feel alive. Macy’s understands this.

Macy’s has always been strategic in meeting consumers' needs and seems to always know what people want. Sunset + Spring will not be their first big Spring effort. In 2020, their ‘Switch it Up’ spring campaign took the internet by storm. The 30-second film, which featured strong and confident women, showed how a modern woman gets ready, with Macy’s outfits helping tie everything together. The campaign was inspired by the growing trend of online shopping.

What Sunset + Spring means for Macy’s

As a brand known for stylish women’s clothes, this new retail store offering shows that Macy’s understands consumer behavior. This is a key part of succeeding in the retail industry.

Offering a season-themed store after previous successful seasonal campaigns shows that Macy’s understands industry trends and is always looking for ways to stay on top of them. If other retail giants like Target can have a festive-themed store, why can’t Macy’s?

What’s next for Macy’s

Even with the store closures, this latest move by Macy’s shows that it is not done yet. It could be a message to their loyal customers that, even though they need to adjust their strategy, Macy’s is here to stay.