Why Diddy and Macy’s Said, ‘I Do’

So instead of just offering an oversized pair of jeans, for example, the company added a straight fit. Tailored woven shirts and knit tops were also added to the mix. The customer started to come back along with the brand’s edge, Robertson said, but just as “a little thing called the recession [hit.]” However, “sales growth this year over last year is in the positive column.”

Now the plan is to shepherd Sean John through its next growth phase with Macy’s. “The apparel in Sean John’s sportswear collection will feature new standards for fit and workmanship, and a more elevated fashion sense will be reflected in the assortment,” Morrissey said. The line targets a 25 to 35 year old shopper, and Sean John hopes Macy’s exposure will capture the attention of 20 year olds, too, Robertson said. “We are committed to making this the most successful launch we’ve had,” said Terry Lundgren, chairman and chief executive officer of Macy’s, at the press launch, adding that the chain turns down 95 percent of the offers it gets for exclusive partnerships.

The collection, which starts to trickle into stores this fall, will get the royal treatment at Macy’s on the sales floor.

“In order to maximize on the opportunity, we will give the Sean John collection bigger and better space,” Morrissey said. “Our flagship stores from coast-to-coast will have Sean John sportswear shops. They will also help to communicate the Sean John collection’s evolved aesthetic.”

The idea of marquee, brand stature on Macy’s floor is precisely what prompted Combs, who was knocked out by how the retailer had merchandised its exclusive collection with Tommy Hilfiger, to pursue the deal. The partnership builds on Macy’s string of exclusive vendor deals in recent years—from Martha Stewart home goods to Tommy Hilfiger apparel to an upcoming line from the material girl herself, Madonna, in a quest to stand apart from its merchant brethren.

“Our exclusive Sean John sportswear line gives us the advantage of the ‘only at Macy’s’ reinforcement,” Morrissey said. “Exclusivity is an idea that continues to be relevant and important in the fashion world.” Retailers have been locking in exclusive lines in the battle for market share. Starting this fall, JC Penney will be the only place to buy Liz Claiborne apparel, accessories and home goods; Kohl’s is the sole venue for Vera Wang clothing; and Target boasts a revolving door of exclusive, limited-edition collections from the likes of Jean Paul Gaultier and Liberty of London, to name a few proprietary deals.

The exclusive Sean John line is set to bow with an “unprecedented” ad campaign that will introduce a “new style of marketing,” including viral video and social media, Combs said. It will harness “Diddy’s star power and vibrant persona,” Morrissey said.

Combs will appear in the fall Macy’s ad campaign after having been absent from it for a few years.

While details of the campaign have not been disclosed yet, it will leverage Combs’ “fantastic marketing skills,” Robertson said, pointing to his campaign for Ciroc Vodka. “It’s going to be very exciting.”