I believe that the most influential promotion used is celebrity endoresement. That is what Macy’s is using for their advertising. I’m sure almost all of you have seen the Macy’s commercials that feature many celebrities. Some of the celebrities include Sean Combs, Martha Stewart, Usher, Donald Trump, Jessica Simpson, Tommy Hilfiger, Kenneth Cole, Marc Ecko, Emeril Lagasse, and more recently Carlos Santana and Mariah Carey. Macy’s is hoping that these celebrity-filled commercials will help attract more customers to shop at their stores and win them over. The ads may be fun and entertaining, but can they really help Macy’s boost their sales?
People who are fans of these celebrities are willing to buy the products that are associated with that celebrity.
Here are some of the products:
Mariah Carey
http://www1.macys.com/catalog/product/index.ognc?ID=273951&PseudoCat=se-xx-xx-xx.esn_results
Jessica Simpson
http://www1.macys.com/catalog/product/index.ognc?ID=291052&PseudoCat=se-xx-xx-xx.esn_results
Carlos Santana
http://www1.macys.com/catalog/product/index.ognc?ID=292933&PseudoCat=se-xx-xx-xx.esn_results
Tommy Hilfiger
http://www1.macys.com/catalog/product/index.ognc?ID=298064&PseudoCat=se-xx-xx-xx.esn_results
As you can see, the chart shows that the revenue and gross profit has increased in 2008.
http://hoovers.com/macy%27s/—ID__12493,ticker__M—/free-co-fin-factsheet.xhtml
So, it is possible that Macy’s new marketing campaign is part of the reason why the sales have gone up.
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