Macy’s Targets Post-Holiday Shoppers
In an effort to strategically target post-holiday shoppers, Macy’s is debuting its Week of Wonderful. Week of Wonderful, or WoW, will begin with an early store opening the day after Christmas and run for the following week. Instead of leaving the mass of left-over, marked down winter items, Macy’s has also worked hard to carry their early deliveries of certain spring fashions from private and national brands. Planning for the event began last spring giving labels enough time to accelerate the normal delivery cycle by four to six weeks.
The week will be marked by a 30 second commercial spot, directed by Adam Shankman of “Hairspray” and “Glee”, that will premier this Monday. Two catalogues, a 56-page book filled with new arrivals and a 36-page book of sale items will be sent out. In addition to the new items, Macy’s will a white sale for towels and bedding, Macy’s biggest underwear sale of the year, a denim event, and mobile and social aspects throughout the week.
Macy’s has jumped on an opportunity that most retail stores fail to utilize. Week of Wonderful is about the consumer shopping for their self instead of an aunt of friend. In the post-holiday season, customers wander into the store for returns, receiving money or store-credit, to spend their gift cards, and for sale scavenging. To their surprise, women’s, shoe’s, accessories’, and other departments will be filled with the newest spring fashion, making Macy’s Week of Wonderful a one stop shopping mecca for retail customers.
Quality Over Quantity in Fashion
The fashion industry is seeing a shift in consumers appeal to well-made garments vs. “fast fashion.” While previously, customers shopped for the newest trends at the lowest prices, they are now beginning to think differently. “Fast fashion” pieces shrink, fade, and lose their shape over time, but well-made pieces last longer and are in better condition. Customers are beginning to take on De Beers slogan, “Fewer Better Things,” in a fashion context.
44% of consumers say they would pay more for better quality apparel, up 3% from 2011 according to the Monitor. Journalist Elizabeth Cline argues that most consumers do not realize that they can afford better quality apparel. Instead of spending bits of money here and there on throw away polyester pieces, splurge on the great $200 wool dress because it will look better and last longer. Consumers are also taking a liking towards cotton clothing and other natural fibers in an effort to feel comfortable and go green. While cotton pieces feel great and are amazing quality, clammy feeling polyester pieces will fill the landfills along with plastic bags and other synthetic material. Shopping smart is going for the well-made piece that you will learn to appreciate over “fast-fashion.”
Miu Miu’s Spring Campaign
Miu Miu models lounge in around in a mysterious domestic setting surrounded by “mutes tones” and “painterly light.” The campaign, photographed by Inez van Lamsweerde and Vinoodh Matadin in New York, perfectly display Miu Miu’s spring collection in a series of “mise-en-scénes and still lifes.” Models Malgosia Bela, Bette Franke, Martha Hunt, Soutzen Kroes, Adriana Lima, Arizona Muse and Tamara Weijenberg are captured in intimate groups and small scenes. The models recline on satin sheets and bleached-wood paneling, dressed in Miu Miu’s spring fashion. Models wear the “ladylike denim jackets cut with Sixties couture volumes, pencil skirts and luxurious furs.”
- Kendall Hill
Source & Photo: WWD