Levi's custom laser bar

Within the new Levi's section on the young men's floor at Macys Herald Square is a way for customers to customize the jeans they buy right there and then. Levi's is offering a custom laser bar, where the customer chooses a stock design or creates one and it will be lasered  onto the jeans they are purchasing . The customer also chooses the location where the design will go on their jeans. The cost is $5.00 and it only takes a few minutes to make basic Levi's personalized. Apparently this is the only one of its kind in the USA at this time but based on the success of it, they said they are looking to expand into more high volume locations.

Jack Surfboards x Vans US Open of Surfing

Jacks recently converted the former Jamba Juice space into a USO pop up shop. The store not only carries US Open merchandise but Jacks private label as well. Brilliant. 

Volcom Patriot Pack

Volcom is offering an insulated beverage pack with shoulder strap and coozie. It holds 10 standard 12oz cans and retails for $28.  You too could be the life if any beach gathering with this cool new accessory!

Macy's Manhattan Beach Swimwear Shopping

While merchandising at Macy's Manhattan Beach last week, I spoke to the visual manager about how their store was trying something new that could potentially be launched at all stores going forward. The store only puts out a sample of every bathing suit, and customers must download the "Macy's Go" app, scan their selected samples, choose their sizes, and then wait for their items to be delivered to them in the fitting room. All sales associates in the section carry iPads with them for customers who would rather have the experience with an associate, and all fitting rooms come equipped with iPads if you need to change a size or want another suit brought to your fitting room. No messy racks of bathing suits everywhere, no searching for your size and getting frustrated- it's all easy and right at the click on your app. Amazing!

Shirts that never stain

A new company called Vardama has created a fabric that repels all spills. Red wine, coffee any liquid will roll right off the fabric.

Equa-tek, as the fabric is called, involves attaching nano fibers to raw cotton before it is spun into yarn and it ends up feeling almost as soft as regular cotton. Unlike Teflon and scotch guard the liquid repellents are woven into the material rather then applied.

Currently the line consists of shirts, ties and suits but there is no reason this technology cannot be incorporated into all kinds of clothing, especially childrenswear.

The shirts are $125-135, ties $85 and suits $695 for a basic navy to $1,800 for a tux.

The shirts can be machine washed or dry cleaned.

Look for an expansion into womenswear, workwear and more in the near future.

Abs No More! Abercrombie & Fitch Ditching sexual marketing tactics

A&F, the once golden teen retailer is rolling out a new set of company policies that are dialing back on the sex appeal in favor of friendlier, more approachable marketing. This includes no longer featuring shirtless models at store openings and events, on their bags or any marketing materials throughout the company. The only place a shirtless dude will get featured is on their fragrance, Fierce.

The stores will also turn up the dimmer and tone down the high level of scents that are piped throughout. The sales associates, once dubbed models, will now be known as "brand representatives" .

They have pledged to be"more inclusive and diverse" in their hiring and dress code.  It's replacing it's "look policy" with a new dress code allowing employees to be more individualistic. Close toe shoes and nail Polish will now be allowed, as just a few changes.

These changes will all be in motion by July. The question is what will be their new identity?

Lost's Relaunched Women's Line Hits the Floor

Lost announced last year that they werr relaunching their women's collection in Spring 15. Well, it has finally hit the floor and is receiving a positive reaction from specialty stores. However, the line is only available in these specialty stores right now and not online. 

“The …LOST woman is a gypsy by nature. Her spirit embodies the modern nomad with a passion for living and wanderlust. I wanted to provide her with pieces that are fashion driven but effortlessly integrate into her active lifestyle,” said …LOST Head Designer Rachel Anne Rainwater.

The spring 2015 collection is inspired by the love of the sea and the bohemian spirit. You can see this, with pieces throughout the line being a one-of-kind or handmade print. The vibe that the line is trying to put out is to take our traditional LOST surfer girl and transition her from the beach to the street.