• by Sarah Mahoney  @mahoney_sarah, May 11, 2016

Wondering where America is getting its fashion fix lately? So are Macy’s and Gap Inc., which both just reported some dismal sales results, highlighting the continued upheaval in the way Millennials are freshening up their wardrobes.

Macy’s, which says consumers put the brakes on spending mid-March, cut its sales and earnings forecast for the year, and is promising big changes. (Last month, it announced that CMO Martine Reardon was stepping down.)

“Our management team is rising to the challenge and aggressively changing our playbook to gain market share and accelerate progress,” says Terry J. Lundgren, chairman and CEO, in its release. “We are not counting on the consumer to spend more, so we are working harder to give customers more reasons to buy from us by delivering outstanding style, quality and value.”

Among its efforts: Exclusive product launches, such as its previously announced Love Bravery line from Sir Elton John and Lady Gaga.

“As we rebuild our business for a comeback that we expect will begin later this year, we continue to focus on agility and innovation,” he says.

Sales for the first quarter dropped 7.4% to $5.771 billion, with same-store sales sliding 6.1%.

Shoppers are also passing Gap by, and it is promising changes to its approach, as well. For the first quarter, sales dropped to $3.44 billion, from $3.66 billion in the same period a year ago.

Total comparable-store results for the company fell 5% for the quarter, and 7% for the month of April, with sales falling 4% at Gap, 7% at Banana Republic and 10% at Old Navy. (Its CMO also left recently.)

The company says it is looking at ways to streamline its business, particularly among its international stores.

“Our industry is evolving and we must transform at a faster pace, while focusing our energy on what matters most to our customers,” says CEO Art Peck, in its announcement. “We are committed to better positioning the business to recapture market share in North America and to capitalizing on strategic international regions where there is a strong runway for growth.”

Those declines come at a time when consumer confidence is solid, and clothing sales are brisk at other retailers, including fast-fashion brands like H&M, and budget brands like TJ Maxx. 

In an attempt to win back younger shoppers, Macy’s already has a discount concept, Backstage, testing in several markets. And The Limited, in stealth mode, is experimenting with a new store called Backroom, offering value-driven clothing in six stores.