aLISON KATE HILZER

This spring, the corporate initiative is all about the must haves of the season. From "The Shirt" to the "Destructed Jean" to the "Fit and Flare Dress", the selection of items to update one's wardrobe is endless. Customers can click on the "Check It Out" button to see alternative must have looks. Click once more on the "Shop Now" button to navigate to a curated product pool consisting of an even larger selection of more must haves in the season's best prints, colors, patterns and fits.

No outfit is complete without those finishing touches: shoes, handbags, accessories and jewelry. This season is no exception, with great must haves including "The Mini-Bag", "The Gladiator Sandal", "The Long Pendant" and so many more. The key is to mix and match these accessories with all the must have RTW items to complete the perfect "uniform" for Spring 2016. The variety in color, pattern, texture and materials are endless. Time to get started!

Denim, Denim Everywhere! For Spring 2016, the denim market is seeing a resurgence in new fits, washes, silhouettes and brands. To capitalize on this burgeoning market opportunity, the Denim Nation guide was created. This all in one denim experience encompasses different sections speaking to Fits, Washes, Brands and most importantly, the "How to Wear It" section. This section focuses on the full assortment of denim dressing for spring 2016 including dresses, shirts, skirts, dresses, jackets and overalls.

As the weather cools down and new fashion starts to deliver, it's important to hone in on those must have key pieces and trend statements that will elevate your Fall wardrobe. For Fall, 2016, those key RTW pieces included the Poncho, the Peasant Dress, Denim Dressing, Suede, Fringe and Matched Sets. Helping complete those looks were key accessories including the Western Bootie, the East-West Bag and loads of complimentary Statement Jewelry.

For Fall 2015, Macy's went after the Must Haves in a big way, showcasing the items of the season that every woman needs in order to update her wardrobe. From Boxy Bags to Slouchy Boots to Statement Cuffs, each item was meticulously selected through months of research and market prep in order to capture items that we could really get behind as a total store/website. The functionality of this experience is easy to use and showcases a variety of styles within each must have to appeal to our broad range of consumers. For even more selection, there is a "shop all" tab that will drive the customer to a curated product pool of more must see items.

When summer arrives, the customer is looking to score fun, easy pieces that are comfortable, yet trend right. Modern Maxi Dresses, Jumpsuits, Botanical Prints, Fringe and Global-Print Swimsuits are just a few of those must have items of the season. The long form static page is the perfect platform to showcase those items, with an easy navigation strategy for clean, fast shopping.

For Spring 2015, the objective was to showcase the must-have items of the season and speak to the newness within each classification. For instance, the customer's favorite dress silhouette - the fit and flare, gets a modern update in the season's newest fabric - scuba! Meanwhile, matched sets get sporty when styled with flatform sandals and color blocked bucket bags. Bold botanicals create interest and excitement in jumpsuits and rompers, while the newest jacket silhouette - the bomber- looks fresh and new in black and white ombre!

Dresses are top sellers in the digital space and customers are always searching for the perfect dress for every occasion. Thus, the Dress For It Campaign was born. Updating on a quarterly basis, this campaign is comprised of freshly designed emails, digital display ads and a user-friendly sitelet.

The sitelet is the perfect tool for the customer when searching for the latest trends, colors, prints and dress silhouettes of the season. It both educates the customer and curates the assortment based on her needs. For February 2015, the campaign featured popularly searched occasions for this time period including Sunday Brunch, Work, Night Out, Guest of Wedding and Bridesmaid Dresses. 

This spring, the newness in wear to work attire centers around a feminine color palette, accented by watercolor florals, textural fabrics and illustrative prints. Pulling the whole look together is the modern pump and carry-all tote in neutral colorblock tones.

Children are a reflection of their parents, so why should their style be any different? This macro-trend helped influence the launch of this pint size trend report. Jam-packed with style, this experience offers everything from special occasion dressing to outdoor activities to "mini-me" fashion.

The petite fit guide is where fit, function and fashion converge. This user friendly tool will alleviate the frustration of finding that perfect fitting item for all those ladies 5'4" and under! Start with the basics like a great two-button suit jacket or easy capri pant, then layer on the fashion with the perfectly fitting matched set, wide-leg jumpsuit or floral printed soft pant!

With the start of a new year, wedding season is upon us. The customer is on the hunt for the hottest bridesmaids' colors of the season and this year, the leading color is Blush. Complimenting and rounding out the assortment are other light and feminine pastels including canary yellow, sea-inspired blues and beaded silver metallics. Completing the look are fun and flirty accessories including peep-toe satin encrusted pumps, bow-embellished clutches and hints of sparkle in accent jewelry.

Catering to a cross section of lifestyles, occasions and seasonal needs, the Center Core Trend Report always showcases the hottest footwear, handbag and accessories trends of the season. Some of the most popular trends from the fall season included fashion booties, beanies and evening clutches, while spring ushered in newness with bucket bags, jeweled flats and fringe scarves.