A look at Macy's new discount stores

NEW YORK -- Macy's has an answer to T.J. Maxx and other stores that sell deeply discounted designer brands.

The department store chain, which is set to open its "Macy's Backstage" discount stores this fall in the New York City area, gave The Associated Press an early look at one of its new outlet stores.

The store is about the same size as a T.J. Maxx and offers Calvin Klein, Sunglass Hut and many of the other designer brands that shoppers come to expect at Macy's.

An exterior view is seen at the grand opening of Macy's Backstage in Sheepshead Bay, Brooklyn, New York. (Brian Ach/AP Images for Macy's)

But the outlet is distinctly different from Macy's department stores. Backstage is working with new brands, such as Fila and Reebok, and new labels like Elf in the beauty section. And whereas shoppers can get basics like suits and makeup at Macy's, Backstage is meant more for treasure hunting, the company says.

"You're going to get a little bit of a different vibe from what I would call our older sister, Macy's," said Vanessa LeFebvre, senior vice president of Backstage. "Here, we're trying to attract new and different customers."

IMAGE DISTRIBUTED FOR MACY'S - Store manager Henry Rodriguez (center left) cuts a ribbon as Councilwoman Susan A. Berland of the town of Huntington, New York, watches outside the new Macy's Backstage store in Melville, New York, on Wednesday, Sept. 2, 2015. (Stephanie Diani/AP Images for Macy's)

Macy's decision to jump into the off-price game comes as the retailer faces slowing sales. Shoppers increasingly are buying online and shifting their spending on their homes and experiences such as going out to eat. And when they buy clothing, they want fat deals on name brands.

Backstage offers a no-frills experience targeting busy moms looking to grab a deal on purses, lipstick or something for their children.

Shopping carts are stacked at the front entrance, and there's clear signage directing shoppers to various departments. There are large fitting rooms that have charging stations nearby.

And, then, of course, there are the deals. In the shoe area, for instance, there were $9.99 spiked boots and Ralph Lauren black suede boots discounted to $169.99 from $695. In another department, Marc New York leather jackets were slashed to $99.00 from $500.

Macy's said it picked the fiercely competitive New York City area for its first outlet stores for a reason: "New Yorkers are tough critics and we're going to learn quickly," LeFebvre said.

IMAGE DISTRIBUTED FOR MACY'S - Shoppers line up outside the new Macy's Backstage store in Melville, New York, on Wednesday, Sept. 2, 2015. The first 100 customers received a $10 gift card. (Stephanie Diani/AP Images for Macy's)