I just have to blog about this. How Macy's lifestyle marketing campaign, featuring brands like, Tommy Hilfigure, Sean Johnn, Martha Stuart, and Jessica simpson, is breathing an innovative and fresh breath of air, into these mega brands.
This campaign, has been running for a while now, but Macy's most recent instillation featuring a real customer embarking on an in-store shopping experiance is the perfect impression in bringing these lifestyle brands in direct reference with there target audiance.
The Macy's campaign visually illistrates how the end user of these brands would feel, while both in the store, and functioning in there everyday life. Sounds like Sensory branding at its best.
The recent Macy's TV spot, shows the real life person, interacting with the faces of Mega brands, such as Tommy Hilfigure, Sean John, Martha Stuart, Jessica Simpson, and even Micheal kor's.
The commercial shows the customer trying on clothes from brands like Tommy Hilfigure, while being personally fitted by them. Then it shows the individual, whisking over to try on a pair of Micheal Cole's stelleto's, while being reminded by Jessica Simpson herself, to put on some perfume, as Jessica applys some of her new fragrance on the shopper right as she's off to start her day.
Every thing is so right about this commercial. It has enough star quality, it perfectly illistrates how an everyday person can interact, and even take home a piece of there favorite things, from some of there favorite celebrities.
It also incorporates visually stunning impressions, which gives you a taste of feel, sight, smell, and even sound.
These are the brands of the 21st Century, and this is how mega brands like these will have to communicate, in order to stay competitive, in this ever so changing landscape that is business. Even more specifically, building brands, that can, and will become houshold main-stay's, which trancends there original function.
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