PHOTOS: Macy’s Gets Patriotic With Major Summer Collaborations
The Fourth of July may be a few months off, but one department store is already flexing some serious patriotic muscle. Macy’s has just announced its “American Icons” promotion, a two-month-long, countrywide event that will encompass everything from store-sponsored drive-in movies to exclusive merch created by homegrown designers. Hopefully the store soundtrack won’t switch to “The Star-Spangled Banner” on a loop.
According to WWD, Macy’s is making a push to be seen as “America’s department store”, and their latest initiative is a big opportunity to align themselves with all things patriotic. “American Icons” wil run from May 15 through July 4 in all 800 brick-and-mortar locations and on Macys.com and is “billed as a tribute to America’s great outdoors, historic destinations, pastimes and traditions like drive-in movies, baseball and grilling in the backyard — and of course, American fashion designers.”
What American fashion designers, you ask? Big names like Calvin Klein, Michael Kors, Tommy Hilfiger, and Ralph Lauren are involved, along with classic mass brands like Levi’s and Nike. There will be exclusive products for men, women, children, and the home, and stores will be decked out in thematic visuals featuring plenty of red, white, and blue. A veteran’s initiative at the register will also raise money through donations and the sale of small, gold pins.
The event isn’t just a one-off, though, as Macy’s chief marketing officer, Martine Reardon, was quick to clarify to the trade. Rather, it’s a part of the store’s new “country approach”, which kicked off in spring 2012 with a promotion celebrating the colors and sex appeal of Brazil and has been slowly evolving since.
“American Icons” will be a significantly bigger campaign, however, with local events like drive-in movies set up in 20 mall parking lots (although not, we imagine, at their NYC location), giveaways at dozens of major and minor league baseball stadiums, and a national grilling contest that will run April 9 to 27 on their Facebook page, culminating in a “sizzle showdown” in Atlanta, where one Macy’s shopper will be crowned “America’s Greatest Grill Guru”.
Even Martha Stewart, who is currently embroiled in a nasty lawsuit with the chain over selling her wares to JC Penney is putting aside her differences with the company to host an event at their Herald Square store on May 17 out of sheer patriotic spirit — and, ok, maybe contractual obligations.
Get a sneak peek at some of the exclusive looks and learn more about America’s fashion greats below: