Comments on: Star Brands Aligning at Macy’s?

By: Ted Mininni

Ted Mininni — Fri, 18 Apr 2008 16:47:44 +0000

William,
Thanks for weighing in with a West coast perspective on this. There can be no doubt that Macy’s is trying to make its image more hip and upscale with the addition of so many new designer and celebrity product lines. Image is one thing, but delivering the quality of merchandise and the service consumers demand these days is another. That’s where Macy’s has fallen down in the past, as you can see from previous comments that have been posted. In order to satisfy the demand Macy’s is creating, they must deliver when it comes to the crucial aspect of customer service. Otherwise, this very expensive, creative campaign, as well as the collaboration with all of these celebrities, will be pointless.
Thanks for adding to this conversation, William. I appreciate it.

By: William Cleveland

William Cleveland — Fri, 18 Apr 2008 16:29:43 +0000

While I am not in marketing myself, observing why and how people market (sell) ideas and things prepares me to be a smart consumer.
I grew up in the West with Macy’s being the ‘Alpha’ store in the most prestigious malls; shopping there was ‘Big League Shopping.’ I like this Advertising series attempts at merging that shopping setting with up-scale, and classic celebrities and products. When the ‘hyped’ products and service consistently meet Macy’s’ image as marketed, demand is created, and satisfied.

By: Ted Mininni

Ted Mininni — Wed, 16 Apr 2008 13:46:01 +0000

Dawn,
You and I have discussed this very issue on a past post, and I thank you for adding your voice to this discussion, as well.
“Once I’m in the store, however, that’s another story. Long lines, rude, apathetic sales staff are a real turnoff, no matter whose name is attached to a product.”
Exactly. This is the problem that Macy’s, and every other major retailer has had for decades–not just a few short years now. Inconsistent, or apathetic customer service interactions kill the opportunity retailers like Macy’s have once they’ve gotten customers to come into their stores, lured by the promise of exciting, trendy new product lines.
If Macy’s, as the retail example in this post, could only align its store experiences for customers with its advertising message–delivering “magic” and not “misery”, as you’ve so eloquently stated, they’d have a real shot at winning signficantly more business.
Thanks for checking in again, Dawn. Loved your comments and insights.

By: Ted Mininni

Ted Mininni — Wed, 16 Apr 2008 13:39:52 +0000

Cam,
You’re right: $100 million is a lot of money for Macy’s to put out to help glamorize its image and to woo customers. Having said that, retailers are facing tough uphill battles right now. That’s partly due to consumers’ economic constraints these days and partly their own fault. The erosion of department stores’ customer bases to more service-oriented specialty operations has been ongoing for quite a while now. “Desperate times call for desperate measures”.
I’d also point out that $100 million is a drop in a bucket in the way of modern advertising expenditures. . .think Coca Cola, Toyota, AT&T, etc.
Thanks for weighing in, Cam. I appreciate it.

By: Ted Mininni

Ted Mininni — Wed, 16 Apr 2008 13:33:47 +0000

You’ve made a good point, David. Many celebs today hawk everything from fashion apparel to sneakers, soft drinks and fast food. . .Some of them probably have enough star power among their fans to persuade them to purchase the products they endorse. But it’s more likely these days that they can help to sell or retool the image of particular retailers for various demographics.
Thanks for making such good observations, David. I appreciate it.

By: Ted Mininni

Ted Mininni — Wed, 16 Apr 2008 13:29:02 +0000

Loved your comments, Elaine. They are ’spot on’, as our British friends say. Thanks for opining.

By: Dawn

Dawn — Wed, 16 Apr 2008 12:12:11 +0000

I’ve seen the spots too..quite entertaining, although I could live without seeing Jessica Simpson AGAINNNNNNNNNNNNNNNNN.
I always attack any marketing challenge/project with my “consumer” hat on. And as a consumer, yes, I would check out new and different products, that’s the fun of shopping.
Once I’m in the store, however, that’s another story. Long lines, rude, apathetic sales staff are a real turnoff, no matter whose name is attached to a product.
Macy’s has a lot of work to do to get itself back in the good graces of a lot of customers–myself included. Much as I love Martha Stewart and her products, I could live without them if the shopping experience isn’t what I deserve.
As I stood for a half hour waiting to be assisted in the purchase of a high-end designer handbag for my Mom, I happened to glance up at a sign that says, “That’s the magic of Macy’s.” I chuckled to myself, “More like the MISERY of Macy’s.”

By: Cam Beck

Cam Beck — Wed, 16 Apr 2008 04:14:14 +0000

I find it very odd when advertisers will agree to spend (waste?) $100 million on a campaign. That’s a lot of designer purses they must sell to justify the cost. Could they not have achieved the same goal for less money?

By: David Tillinger

David Tillinger — Wed, 16 Apr 2008 00:15:45 +0000

I think the primary effect of these ads is to improve and differentiate the Macy’s brand. As others have noted above, the names in question have star value, even if that star value does not relate directly to the product being offered.
This is no different that Jessica Simpson promoting a soft drink or Pizza Hut. She has nothing to do with the product, but she is likeable and transfers that likability to the advertiser Macy’s and the product.

By: Elaine Fogel

Elaine Fogel — Tue, 15 Apr 2008 23:08:03 +0000

Good topic, Ted. The nice thing about the marketplace is that there’s usually something for everyone. For those consumers who are influenced by star power and endorsements, this Macy’s spot may be very effective.
The viewers who enjoy the spots’ entertainment value but are not motivated by celebs in their purchase decision making, can still manage to spread the word simply by discussing the spots with others.
And then there’s the geriatric demographic who may have been solid Macy’s customers in past years asking, “Who’s Usher?”