Macy's Maximizes Its 'Go Red' Sponsorship

GoRed for Women/Macys Macy's is gearing up for Feb. 6, National Wear Red Day, offering 20% discounts to shoppers in red between Feb. 4 and Feb. 8, as well as those who buy a Go Red for Women Red Dress pin for $2.

Along with Merck, Macy's is the national sponsor of the American Heart Association's biggest cause-related event. The retailer says it has raised more than $18 million for Go Red for Women since 2004, and is hoping the tie-in will boost sales of fashion and accessories following a disappointing holiday season.

Favorite Valentine's Day gifts are among the featured items, which include a 2-carat diamond heart locket and bracelet, Murano glass and Swarovski crystal jewelry, Charter Club scarves, Jones New York pashminas, watches from Fossil and Anne Klein, and fragrances from Ralph Lauren, Dolce and Gabbana and Sean John. For men, it's pushing Geoffrey Beene ties. (Geoffrey Beene Gives Back is also a supporter, and has made a $100,000 contribution.)



Other corporate sponsors also have extensive tie-ins, including Campbell Soup Co., which this year enlisted designer Nicole Miller to create three Campbell's Red Dress designs. Consumers can vote for their favorite dress online, with each vote generating a $1 donation to Go Red For Women, up to $275,000. (A handful of other Campbell brands--including Prego, with heart-healthy sauces, Swanson, and Campbell's Healthy Request soups--are also contributors. Jiffy Lube has pledged to raise $1.5 million, by asking customers for $3 donations.

The American Heart Association launched its Go Red program to raise awareness about women and heart disease, which is the leading cause of death in women, and affects one out of every three adults. Its goal is to reduce coronary heart disease and stroke risk in women 25% by the year 2010.

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