Macy’s Inc. (Cincinnati) will kick off a two-month “American Icons” promotion in mid-May, leading into the Fourth of July holiday.
According to Women’s Wear Daily, the promotion “will be billed as a tribute to America’s great outdoors, historic destinations, pastimes and traditions like drive-in movies, baseball and grilling in the backyard — and of course, American fashion designers.
“Through the promotion period, much of Macy’s merchandise as well as its marketing and in-store visuals will revolve around Americana, with fashion and home goods created just for the occasion by top domestic designers and brands. The promotion will also raise money for veterans.”
The campaign, in all 800 Macy’s stores, will feature large graphics hanging from the ceiling, videos and nine-foot-by-nine-foot “uniframes” with either one big image or nine separate ones. WWD says Macy’s will have fashion statements in the aisles and distribute two catalogues, shot in locations including Miami, New York, Napa Valley, Calif., and Washington, D.C.
There will be promotions on baseball stadium scoreboards, giveaways and a grilling contest, judged by chefs from Macy’s Culinary Council, to award “America’s Greatest Grill Guru” with $10,000 and a trip to Macy’s Fourth of July Fireworks display.
And in 20 of its mall parking lots, Macy’s will put up screens to show classic American films.
Several Macy’s brand partners – including Ralph Lauren, Calvin Klein, Michael Kors, Tommy Hilfiger, Nike and Levi’s – will also weight in with their own promotion-specific products. Among the participating brands will be Martha Stewart, which is currently in court over a breach-of-contract dispute involving Macy’s and JC Penney Co. Inc. (Plano, Texas).