Macy's Launches Eco Marketing Campaign

Macy's/Charter Club To celebrate Earth Day and give the National Park Foundation a boost, Macy's is reprising the Turn Over A New Leaf campaign it introduced last year, designed to "support, educate and inspire eco-friendly practices in everyday life."

The effort involves an expanded online Eco-Shop, featuring "green" merchandise -- including deals on its private-label offerings, like Charter Club Eco-Friendly comforters, as well as branded items such as Calvin Klein Organic Weave area rugs, Lenox "Re-New" recycled glass stemware, Nike Organic Cotton Tees, and earth-friendly cosmetics, ranging from Burt's Bees and Origins to Nvey.

While Earth Day is actually next Wednesday, Macy's is also linking the campaign to its One Good Turn National Charity Shopping Day on April 25. Shoppers who make a $5 donation to the National Park Foundation -- either in the store or online -- get an all-day shopping pass, which entitles them to 20% off most clothing, and 10% off most home items.



Macy's donates 100% of the proceeds to the foundation and other local conservation groups. Last year, it says the one-day event raised more than $2.9 million.

A spokesperson says ads for the Eco-Shop and shopping event are running in newspapers, direct mail, e-mail, online, and on radio, and that the TV spot will support the One Good Turn event.

While Macy's, like other mainline department stores, has been among the hardest-hit by the downturn in consumer spending, it says its most recent sales declines -- with same-store sales falling 9.2% -- are in line with its expectations.

Separately, the department store seems to have snagged itself another fashion exclusive, with Women's Wear Daily reporting that it has signed Rachel Roy, for a new line -- called Rachel Rachel Roy -- to be sold exclusively at Macy's. While Macy's already has exclusive deals with such names as Martha Stewart, Tommy Hilfiger and Tahari, WWD says this will be its first in the contemporary fashion category.

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