Listen to the article
3 min
This audio is auto-generated. Please let us know if you have feedback.
In preparation for its 100th Thanksgiving Day parade, Macy’s is emphasizing all kinds of events, from prom to the Fourth of July, via a campaign dubbed “Celebrations Start at Macy’s.” This year will also be the retailer’s 50th Macy’s 4th of July Fireworks event in New York City.
In a statement, Macy’s Chief Marketing Officer Sharon Otterman said that by tying together various reasons to celebrate or dress up – including not just prom and the parade, but also Mother’s Day, Father’s Day, July 4th, fall fashion and more – “Macy’s creates reasons to connect.”
“Macy’s has always been at the center of big and small moments and where people come together to celebrate life’s milestones” Otterman said. “With ‘Celebrations Start at Macy’s,’ we’re turning retail into experience, bringing emotion, anticipation and joy into every occasion.”
The department store giant is pulling a number of levers in its latest turnaround. That includes a major downsizing that in the end will mean the closure of 150 or so locations, 14 of them announced for this year. But it has also entailed special attention to those stores that will stay open.
The efforts seem to be bearing fruit. In Chicago, meaningful merchandising and customer service improvements were noticeable for the first time in over a decade, according to Evercore ISI analysts.
To further its momentum, “Celebrations Start at Macy’s” will be activated throughout the year. On Saturdays, for example, there will be “engaging in-store events” around big and small occasions. Starting in May, 50 days ahead of its July 4th fireworks display, Macy’s is hosting happenings in stores and online, including a chance to attend the parade at Thanksgiving.
While the parade is being given extra attention this year, the kickoff to this campaign is prom — a localized focus involving young people. Macy’s has enlisted actress Priah Ferguson and creators PresLee Faith and Jackson Harvey, who will be at the retailer’s Herald Square flagship on Saturday. With their help, Macy’s will feature “curated fashion edits, immersive in-store experiences, opportunities to engage with their communities through nonprofit partnerships and talent-led inspiration that empowers promgoers to feel confident, seen and celebrated.”
At 200 stores on Saturdays, DJs will provide a sonic backdrop to a day that will include personal styling, beauty demos, customization bars, gift bags and other moments. From this past Sunday to April 30, Macy’s will run a donation campaign for its Prom Fund, affiliated with the Social Impact Fund, which helps students look and feel their best on prom night via organizations like Child Mind Institute, Becca’s Closet, Operation Prom and Altadena Girls.
“Prom was one of those unforgettable and defining moments. It’s a beautiful bridge between who I was and who I was becoming,” Ferguson said in a statement. “Macy’s played such a meaningful role in my journey, and now I get to see that same magic through my younger sister.”