retail

Macy's, Target Unleash New Fashion Campaigns

While fall fashion campaigns are an inevitable part of many retailers’ playbooks, new campaigns from both Macy’s and Target are playing with much higher stakes this year. Macy’s needs to snap its long-running sales slump, and Target is out to prove that new private-label lines are recapturing its old magic.

With Macy’s Presents The Edit, the struggling department store highlights just how different the ritual of getting ready is for each person. The video for the season’s looks draws on the It List compiled by the retailer’s fashion pros, with an emphasis on bold patterns, luxe fabrics and fierce makeup. Many of the featured fashions are from Macy’s private-label lines. “This fall is about confidence and stepping out ready to take on the world,” says Cassandra Jones, Macy’s fashion SVP, in its campaign announcement. “Getting ready has never been this fun.”

advertisement

advertisement

Themed “Get Ready,” the new campaign also includes digital, social, online, broadcast and print advertising, and elements that allow shoppers to interact with The Edit and the It List. Macy’s produced the campaign video with Figliulo & Partners. (Macy’s named BBDO as its new agency late last month.)

While industry observers say Macy’s is making many of the right moves, it still faces an uphill battle. “We think Macy's is doing everything right,” writes Bridget Weishaar, an analyst who follows the retailer for Morningstar, including increasing exclusive product and private label collections. Still, she says, we think spending has shifted from apparel to other categories. Department stores are most exposed to online competition and will be forced to compete on price.”

And Target, which already has had a big hit with Cat & Jack, its new private-label children’s line introduced last year, is introducing the next round of new labels: A New Day, for women; Goodfellow & Co for men, and Project 62, for home. Ads show off the collections, which observers hope will bring fashionistas back for cheap-chic offerings. Says Mark Tritton, Target’s EVP and chief merchandising officer, in its announcement: “These brands are the perfect example of what makes Target 'Tar-zhay.’”

Next story loading loading..