Macy’s launched Ideology as an exclusive brand to capture more of the booming activewear market. My team played a key role in the development of the brand as part of internal focus groups. We delivered trend presentations on the growing shift to activewear as the new everyday approach to dressing. We researched and presented color, concept and trend reports that shaped the line as versatile performance apparel that maximized fashion and comfort — complementing active, healthy lifestyles.