Just last month, we alerted readers to the fact that Federated Department stores had already
devoured the entire department store category, and was re-branding countless famous stores with the Macy’s moniker. We also pointed out that Macy’s intended to move some of their print budget to television to hype their mammoth 400 store national brand. Well, we finally learned more details from
Ad Age, but we have not changed our
opinion. Macy’s will position itself as the fashion destination for so-called “alpha shoppers.” Their television commercials will feature live-action animation with a remake of the Motown classic “Dancing in the Streets.” (
Ad Age says the creative reminds them of Target stores-oops.) Macy’s hopes the television campaign will wean local shoppers away from coupons and sale announcements in the local newspaper.
Marketing Blurb is not convinced that re-branding all of their acquisitions to create a national brand was a good idea. Next, we believe those alpha shoppers who frequent department stores are conditioned to check newsprint not television. So, we are not convinced this is a good idea. Retail pundits are welcome to chime in.
Photo Credit: Advertising Age
From the little I have seen, I would agree that I am not convinvced that the new TV ads will change the general perception of department stores and more specifically Macy's. For those that actually shop at department stores, it may help, but otherwise, if one does not shop at department stores, they will have little interest in it. While I have watched this transition on a national level very closely, I seem to be a minority here in VT where everyone I know could not be bothered with the change. While I know that would not necessarily be the case in my former home of Philadelphia, PA, I also know Federated/Macy's cannot seem to get their act together there, and have been poor at best in responding to issues I have raised with them. While the May Company wrote me off when I contacted them, at least they responded...if they had only listened to what I said, maybe this merger would not have happened (would love to see the archives now of the May Company). If Federated is unable to respond to its customers (or even potential customers who hope they can succeed), then they may have more significant problems that excessive TV ads will not correct.
Posted by: Craig Klofach | September 7, 2006 4:48 PM | Permalink to Comment