Macy's hopes to change the way it connects with college-age shoppers, and is testing an intense Spring Break-themed promotion in the Chicago market. Bikini-clad models will hand out hot chocolate and "booty bags" at pop-up events on 10 different campuses, encouraging the 150,000-plus college students to attend a March 5 event at its downtown State Street store.
At the Macy's Star Beach Party, young shoppers will find offers and giveaways throughout the store, a private beach-themed party with models in the latest Spring Break clothes, and a performance by Chicago band Hey Champ, as well as free grub.
"Star Beach Party is designed to change the way college students think about shopping at department stores and make Macy's their shopping destination," the company says in its release.
The pilot promotion is being handled by MARC USA, which is also using vans emblazoned with the message "This Spring Break Is Gonna Be Hot" and a bold bikini-bottom image, as well as mobile marketing, with a Star Beach Party SMS code. The mobile program provides party reminders, special offers and Spring Break facts as well as a link to the microsite, the company says.
Separately, Macy's is launching the first in its "Designer Capsule Collection," a limited edition with Kinder Aggugini. While chains such as Target and H&M routinely offer limited-edition designer collaborations, the new Kinder Aggugini for Impulse line is something of a departure for Macy's. The chain says it will offer the 40-piece line -- with a self-described "Sid Vicious Meets Coco Chanel" aesthetic -- at moderate price points, ranging from $40-$140.
While Kinder Aggugini is the first international designer to take part in Macy's new fashion initiative, the Cincinnati-based chain says a new capsule will rotate into stores every few months, offering limited-edition women's apparel pieces.