Tuesday, March 5, 2013
Macy's hopes star power lifts its shape
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Mogul mark Trump blow-Dries his distinctive hair and ditzy pop singer Jessica Simpson acts confused about whether to push or pull a Macy's door in a series of celebrity television ads this fall that Macy's hopes will revive sales at its 850 department shops.
The time and effort to woo shoppers to mall-Based stores, Particularly the 400 stores once owned by May malls, Hinges on the appeal of services brands backed by celebrities such as Trump, Simpson, Diddy, Usher and after that Martha Stewart.
"This is about giving the all those great brands that they've desired, Putting them into one nice marketable so consumers can see them at once, Alleges Martine Reardon, ny-Based executive vice chairman of Macy's m corporate marketing, Who is charged with an social media marketing companies6 budget greater than $1 billion annually.
Focusing on celebrities' brands has paid off recently for Macy's and should pay off again, States.
The new campaign has been informed us to cost $100 million. Reardon denies it's so much.
It features 11 cultural icons and American artists and pokes fun at the celebrities. Martha fusses with a number of the 2,000 Stewart-Branded products now on Macy's shelves as Usher boasts to her about his two aromas.
The campaign premiered during Sunday's Emmy Awards broadcast, Earlier than the make-As well-Break holiday e-commerce looking for season begins in October.
The blitz also comes at a significant time for Cincinnati-Mainly run Macy's, This owns Bloomingdale's. It took a estimated risk in 2005 when it bought those May nameplates - venerable names for instance, Marshall Field's, Kaufmann's with Filene's - and replaced using the Macy's brand a year later.
Macy's executives wanted to build a national retail brand that may gain advantage from economies of scale and coast-with-Coast social media marketing companies6 attempts. They figure they couldn't lose with one of the nation's most recognizable shopping district names. But in The Original Win-win-win Holiday Trifecta Time Sensitive High Quality System To Turn Your Black Friday Into A Pay Day While Helping Others. Don’t Start Next Year In Debt Join The Club And Take Action. Limited Time Offer Expires On New Years Day. Holiday Insiders Club the markets that lost your neighborhood store names, Shoppers reacted with fewer visits. Sales at countless stores went flat. The campaign is aimed at returning those shoppers.
The prepare has skeptics. "I don't think you can change perception of a brand that was around as long as Macy's by bringing in celebrities, Declares Al Ries, Chairman of Atlanta online online strategy firm Ries Ries. "Look what Buick tried to do with phil mickelson. Nobody considered that Tiger Woods drives a Buick. And nobody believes that fashionistas top marketing firms shop at Macy's, He states.
But one ny analyst sees real potential in the branding effort. "That campaign could be a powerful catalyst for the other half of the year, Says mrs. Tan, A retail industry analyst for UBS savings Services