We Helped America’s Department Store Regain Their Fashion Creds
In 2017, Macy’s repositioned their brand, aimed at a new audience: millennial-minded “Fashionable Spenders.” FIG was engaged to create an ambitious new piece of content that would reassert Macy’s fashion credentials after decades of decline.Macy's |
Macy’s used to be a cornerstone of American fashion. But by 2016, they were spending 90 percent of their $1billion marketing budget on promotions. This made Macy’s the favorite destination for bargain hunters, but undermined their fashion equity and market share. In 2017, Macy’s repositioned their brand, and planned an edgy new premium assortment for fall. This new strategy was aimed at a new audience: millennial-minded “Fashionable Spenders.” For this audience, FIG was engaged to create an ambitious new piece of content that would re-assert Macy’s fashion credentials after decades of decline.
Diving into customer data helped us to uncover Macy’s great, underleveraged asset: its customer profile. Compared to other mass or department store shoppers, Macy’s woman is a unique and attractive target—colorful, confident and with a style all her own. When it comes to fashion, she’s not buying just to keep up with trends, rather she’s choosing equipment that helps her take on the world. Our campaign celebrated and amplified her bold attitude, showcasing all kinds of women, with all kinds of style. We channeled the attitude of our amazing women as well as told the world that Macy’s fashion was back.
The campaign launched during New York Fashion Week with a cinematic anthem film, distributed in paid, with owned and earned driven by smart influencer marketing. The anthem :90 film and shorts ran in premium digital, with a :30 on cable TV, in relevant shows including the broadcast of Fashion’s Front Row. Get Ready was the headline content on Macy’s YouTube channels as well as the editorial theme for the fashion hub on Macys.com.
With the Get Ready campaign Macy’s scored commercial and cultural success. We persuaded shoppers to reconsider Macy’s as a fashion destination, and helped drive sales of full price premium merchandise. The film won attention and applause from the fashion influencer community, as well as impressing Wall Street with the bold new marketing approach, which translated into a higher stock price.
#1 most viewed piece of content with millennials in Macy’s history