Prom 2012 Bekki Andersen, Eboney Collins, Abby Tebeau
Store History Macy's, Inc., operates about 850 stores in 45 states, the District of Columbia, Guam, and Puerto Rico under the Macy's and Bloomingdale's banners that ring up some $25 billion in annual sales. The stores sell men's, women's, and children's apparel and accessories, cosmeLcs, and home furnishings, among other things. Macy’s ﬂagship store in ManhaOan's Herald Square is the world's largest. Macy's (formerly Federated Department Stores) began as a dry goods store more than 150 years ago. Macy's, Inc., with corporate oﬃces in CincinnaL and New York, is one of the naLon's largest department store retailers. The company has 810 Macy's department stores and 41 Bloomingdale's stores in 12 states and four Bloomingdale's Outlet stores in three states. In addiLon to that, The Company also operates websites at macys.com and bloomingdales.com. The Macys.com website has oﬃces in NY and San Francisco. In ﬁscal 2010, the company reported total revenues of $25.0 billion and net income of $847 Macy's history is a combinaLon of many great retailers forming to become one. Rowland H. Macy opens R.H. Macy & Co. as a dry goods store in New York City in 1858. First-‐day sales totaled $11.06. First year sales would total $86,000. The Straus family acquired a general partnership with Macy's in 1888.In 1872; the Bloomingdale Brothers, Inc. was founded in New York City by Lyman and Joseph Bloomingdale. First-‐day sales totaled $3.68.In 1902, Macy's moves to Herald Square in New York City. In 1924, Macy's Herald Square locaLon becomes largest store in the world, following compleLon of 7th Avenue addiLon. Also, 10,000 people watch Macy's ﬁrst Thanksgiving Day parade
Store History Federated Department stores was born on March 1929 through the combinaLon of Abraham & Straus of Brooklyn, Filene's of Boston, F&R Lazarus & Co. of Columbus, OH and Bloomingdale's of New York. As the company emerged from the Great Depression and World War II, Federated would experience signiﬁcant growth. New shopping malls began to sprout across the country beginning in the 1960s and these centers would greatly expand Federated sales as it became anchor tenants in the malls. Federated acquired May Department Stores in 2005. In September 2006, 400 former May stores around the country converted their names to Macy's. These regional stores include Marshall Field's, Filene's, Hecht's/Strawbridge's, Kaufmann's and Robinsons-‐May. The company today operates only Macy's and Bloomingdale's stores, with both brands expanding naLonwide. The company sold the Lord and Taylor chain in 2006 to a private equity ﬁrm for $1.195 billion in cash. Federated also sold oﬀ its bridal division made up of David's Bridal and Priscilla of Boston for $850 million. The sale includes 273 David's Bridal stores and 10 Priscilla of Boston locaLons. Federated also unloaded its 507-‐store Aker Hours Formalwear business, which includes Mr. Tux stores in New England, to Houston-‐based Men's Warehouse for approximately $100 million. The company became Macy's Inc. in June 2007.
The Macy’s Shopper • • • • • • • • • • • • • • • • • • • • •
Geographic: Region: Mid West, East Coast, West Coast City Size: 500,000+ Urban/rural: Urban Climate: 4 Seasons Demographics: Age: 15-‐20 Sex: Female Family Life Cycle: EducaLon: High School OccupaLon: Student Religion: None PracLcing Ethnic Background: African American Psychographics: Social Class: Middle Class, upper class Personality: InﬂuenLal, go geOer, Conﬁdent, fashionista, Trend seOer Life Style: Consumer Behavior: Beneﬁts desired: fun shopping experience and reasonable prices Usage: Light and medium depending on the brand
RaLonale Macy’s recent campaigns have focused on their
impulse designer lines but have yet to venture into the Junior market. We believe this could be something new for Macy’s. Macy’s already has a good teen customer base and an impulse line will only make it stronger. We will start the year out with a prom season pop up shop. This is to get more of the teen market that may want a designer garment but can’t aﬀord the designer price. Bringing Betsey Johnson, a popular designer among teens into the store will bring more buzz and grab those girls who may be looking for dresses elsewhere.
The Runway inspiraLon: The suit the punk the queen
Hair: pigtail buns with Laras Pastel Lghts gliOer heel pastel dress with contrasLng tulle underneath
Big hair leopard heel
Black busLer with layers of pink tutus ripped Lghts with pink underneath
big hair detachable collar
The Suit Halter vest liquid leggings pink pumps
The mock up
The pop up shop • The pop up shop is designed to be separate from the normal merchandise and will be in it’s own miniaturized store as it will. This will be specially designed to express all the ﬂavor found inside a Betsey Johnson stand alone store but with the merchandise speciﬁc to prom.
Media Buy • AdverLsing for this line will involve a 6 page catalog spread in Teen Vogue, Seventeen, Lucky, Elle and Prom magazines through the month of February, with subsequent one page ads thereaker. • Other adverLsement will include adverLsements on the side of a digital bus, the side of the digital bus stop, and a billboard.
Media Buy lineup Summer – May, June/ July Back to school-‐ August, September, October Holiday – November, December, January Teen Vogue, Seventeen, Lucky, Elle magazines
Marc Jacobs for Summer • Bold colors, color blocking, feature sun dresses, fun shorts, Skirts with t-‐shirts and swimwear showcasing 1 pieces. • Shoot involves 40s Beach and boardwalk.
Anna Sui for Back to school • Bright oranges turn to more pumpkin and forest greens, keep with the bright colors, color blocking becomes paOerns. Mature vs. playful. Featuring dresses, shorts with bright Lghts, skirts with boots and mulLple paOern combos
Photoshoot ConLnue retro style photos Theme “School Yearbook” candids
Alice and Olivia for Holiday Big skirts, bright colors and prints, furs, textures, and more formal wear for the holiday season
Street style fashion shots. Shot as candids with tagline as holiday related quesLon.