Macy's national appeal?
The Wall Street Journal ran an interesting interview today with Peter Sachse, Macy's CMO and chairman of its online division. (Take a look by clicking here.)
After changing the name of well-established regional department stores under its umbrella-- such as Marshall Field's and Filene's-- to Macy's, and running a TV ad campaign bursting with stars including Martha Stewart and Donald Trump, Macy's is embarking on a local advertising push with ads in newspapers, on the radio and online in an attempt to reengage with consumers who were upset after seeing their tried-and-true local department stores undergo a corporate facelift.
Are celebrities and local advertising enough to change Macy's brand image? Will the fact that Macy's locations can now tailor "about 15%" of their offerings to regional preferences help? Let us know what you think.
Comments
Celebrities and pandering, oops advertising. Right. It's exactly that kind of elitist East Coast mentality that got Macy's into this mess in the first place. It won't fly here in Chicago, not after the cultural and emotional kicks-in-the-nuts they delivered when they obliterated Marshall Fields.
Posted by: Mark | May 27, 2008 4:22 PM
Wow! All the celebs Macy's uses have been in trouble with the law. Makes you wonder!
As far as "My Macy's" ? It's too late for that.
Posted by: Darrid | May 27, 2008 4:23 PM
I know this article is about Macy's, but I have to comment on Martha Stewart here. Her previous jail sentence appears to be such a non-factor that even Macy's is using the Martha Stewart brand to help boost their own. It's a remarkable testament to the Martha Stewart brand.
Posted by: Adam | May 28, 2008 5:30 PM
Macy's greatest shortfall at the store level, know matter what city you shop in, is attention to the customer from a servicing level. Until they start delivering on this in a top-flight way, people are going to be wedded to the former store brand that Macy's acquired. That said, I believe that Macy's overall store look and feel in downtown Chicago is better than what Marshall Field's offered. The dressing rooms are bigger, better lit, and the layout seems to be better. But, customer service is LACKING at Macy's and Marshall Field had very good customer service. Celebrity brands can't fix poor service.
Posted by: Cindy Smith | May 30, 2008 7:27 AM
What's with the Red Star? Target Lite? How many of us remember Soviet military sporting that icon on their caps?
Posted by: Glenn McCreedy | September 26, 2008 12:42 AM