The Millennial generation, which makes up 25% of the U.S. population, is driving changes in many aspects of the retail industry. These consumers crave authenticity, limited availability and quality products, responding well to goods aligned with best practices in sustainability and social responsibility. This study investigated opportunities presented by a partnership between online craft platform, Etsy, and Macy’s, a well-established retailer with hundreds of brick-and-mortar stores. Preliminary research on the market and both companies resulted in a SWOT analysis which guided development of a new clothing line and marketing strategy that addressed Millennials’ unique demands while presenting a partnership model that can be successful for all stakeholders.

The Maker is an innovative apparel brand that connects the designer with the artisan, the artisan with the end-user customer, and traditional handicraft with modern technology, centering on key multi-use items together with basic garments for multi-purpose daily wear. The products are designed in the U.S, with raw fabrics sourced from Southeast Asia by an Etsy craft supply wholesaler, processed by an Etsy Manufacturer, and eventually sold at Macy’s stores. The shopping experience features customer-interactive technology through tablet screens on the retail floor that interface with experiential components like a selfie wall connected to social media channels. The Maker demonstrates that by harnessing individual strengths, firms can work collaboratively to flourish in a rapidly changing retail landscape.