By George Anderson
As an article on the Women's Wear Daily Web site tells it, one of Terry Lundgren's goals upon taking over the top job at Federated Department Stores was "to bring the Macy's name to the national consciousness."
With the merger of Federated and May Department Stores, Mr. Lundgren is well on his way to achieving that goal. A truly national network of stores, and an advertising program to support it give, Mr. Lundgren and company options they did not have prior to the deal for May.
The company's new ad campaign uses print, television, outdoor and in-store to get out Macy's new message.
The theme of the new promotion, "What Makes You Happy," is "a new creative direction for Macy's," according to Joe Feczko, executive vice president and chief creative officer of corporate marketing for the retailer.
WWD reports that the new campaign's ads "feature fall styles worn by animated young models, including Trish Goff, and are meant to depict crisp fashion while conveying a sense of fun and playfulness."
Mr. Feczko said that consumers can continue to look for new things from Macy's such as the auction the company ran on thisisit.com where consumers could purchase one-of-a-kind jeans with the proceeds going to charity.
"More and more, you'll see us developing these kinds of fashion ideas," he said.
Moderator's Comment: What do you see as the opportunities and challenges Macy's faces in becoming a truly national department store? - George Anderson - Moderator