The Local Angle
Oct 20, 2008
Download the AdweekMedia Macy's 150th Anniversary Salute here(PDF)
The Local Angle
Another hallmark of the Macy's brand is its tremendous influence on the communities where it operates, through partnerships with local media, events, and even developing local talent. In Chicago's State Street store, for example, Macy's has sponsored a three-pronged program to support new young designers. "The city was seeing many of its young talented designers leaving to pursue careers in New York and other areas, so Mayor Daley started a Fashion Council and a Fashion Week [the first week of October] to help find ways to keep new talent within the Chicago area," explains Andrea Schwartz, spokesperson for Macy's East in Chicago.
The first program is called "Distinction and Design." On Oct. 1, Macy's invited both local and student designers in with samples or sketches, and provided feedback to help them move forward in their field. At the end of the day, "best of show" and "runner up" prizes of $1,000 and $500 were awarded.
The second program, launched in 2005, promotes the work of designers who are already established in local boutiques. Industry leaders who are members of the mayor's fashion council nominate designers, who are then invited in. "In July, we saw 70-plus designers of everything from apparel to handbags to jewelry to scarves, and we chose 23," Schwartz explains. On Oct. 1, the chosen lines were launched in the State Street store and are guaranteed a full season. Big sellers will be invited back. They also hold trunk shows twice a year for all those designers above and beyond the 23 they feel are promising.
The newest program is the Chicago Fashion Incubator, launched in March, for which Macy's provides 2,500 square feet of space for offices, a production and samples room, 17 sewing machines, a showroom and mentorship for six designers who have recently graduated from one of six local design schools. Designers have access to the space for one year, after which a new group comes in. In addition, Fleishman-Hillard donates publicity to help promote the young designers' work. During Fashion Week, Macy's sponsors a runway showcasing of Chicago designers that fills 1,000 seats.
"These programs help make Macy's unique and differentiates our product from the competition," says Schwartz. "You know you can come into the flagship store and not only find the best of Macy's but also the best of Chicago."
A new merchandising initiative also advances the "local angle." In March, the retailer launched "My Macy's," which allows each store to offer the most relevant merchandise to its specific region. "All the stores are divided into groups of 10, and the regional vice presidents work with the merchandise managers and district planners for those stores to determine what the customer is looking for, what the customer needs that we don't have, and what we have that the customer doesn't need," explains Schwartz. As a result, she says, at least 20 percent of the merchandise in each store is curated for that district. For instance, "Here at State Street [the flagship Chicago store, formerly Marshall Field's], we're not ordering as much king-size bedding because queen-size fits better in the city condominiums."
"The reason we created My Macy's is because we're listening to the consumer on the color, fit, sizing, vendors and brands she prefers and we want to become more relevant for her," adds Macy's Inc.'s Reardon. "There are key differences demographically in Chicago vs. Atlanta vs. Florida. We're hoping this will help us become more relevant. It's still in the early stages, but we're getting confirmation from the floor, as well as quantitative research, to make sure we're really hitting on all cylinders there."
All Heart
If the star weren't so pivotal to the brand's identity, it could easily be changed to a heart, because Macy's has one of the biggest in corporate America. Volunteerism and supporting local charities are simply part of the fabric and culture that is Macy's. From the American Heart Association's "Go Red for Women" campaign to the chain's highly publicized Passport event for people with HIV/AIDS, which has generated $27 million over three years, to Shop for a Cause, which has brought in another $27 million for local charities, as well as the Make a Wish Foundation, United Way and hundreds more activities, Macy's takes care of its own. "Our associates are very generous, and the company matches what they give," says Macy's Herald Square exec Patti Lee. "We'll have a blood drive and all the spots will fill immediately. We'll do 'bag hunger' days where we donate food to the food pantry and the associates are very excited about that. I've worked for Macy's for 25 years and it has always been that way, especially here in Herald Square, because they know the history and importance of the brand. They see themselves in the Thanksgiving Day parade. They walk the main floor during the flower shows. They have a tremendous amount of pride that they work at the flagship location."
In the vast American brand landscape, Macy's is one of the few that has won the hearts and wallets of several generations of consumers. With its core philosophy of service, signature events intimately woven into the fabric of American life, traditions and holidays, a great vision for what customers want, a strong collaborative nature, and a unique ability to communicate, there's no doubt Macy's will endure, steady as the North Star.
For more Macy's 150th Anniversary Salute coverage:
Macy's: An American Icon
Macy's and the Media
The Local Angle
Macy's "five-point" strategy
Famously Macy's