Lunar New Year inspires Macy's marketing campaign
Macy’s is looking to leverage the popularity of the Lunar New Year through a variety of promotions in-store.
The retailer is planning to host artistic performances, fashion, in-store visuals and cuisine presentations at select stores nationwide, with the uniqueness of Asian culture on prominent display for visitors to admire while they shop.
“As a retailer dedicated to celebrating the diverse cultures and backgrounds of both our customers and employees, Macy’s is thrilled to honor the ‘Year of the Monkey’ in stores nationwide for Lunar New Year 2016,” said William Hawthorne, senior vice president of Diversity Strategies, Macy’s, Inc. “As part of our annual celebration of Asian culture, select stores will honor the ‘Year of the Monkey’ with themed special events and specialized, limited-edition merchandise including cosmetics, fragrances, handbags and fashion accessories. Each year, the products and festivities have become bigger and better and I am so excited for our customers to experience Lunar New Year 2016.”
Macy’s will present locally relevant merchandise to specific markets by offering an amplified assortment of Lunar New Year-themed products. Cosmetics and fragrances will have a much larger presence with specialty products, packaging, samples, visuals and gifts with purchase. The color palette makes a statement this year as a metallic partnering of gold and red, and will be very pronounced among cosmetics packaging, fine and fashion jewelry, handbags and intimate apparel. Fashion jewelry will showcase a noticeable contribution as well with an exclusive kate spade new york “Year of the Monkey” gold charm necklace and zodiac charms. These hand-picked items, along with home goods including textiles, bedding, Godiva® chocolates and housewares, will also be offering products in the exclusive color palette.
In-store special events will take place beginning on Feb. 6 through Feb. 20 in select cities across the country. Guests will be treated to family-friendly, Lunar New Year- themed activities ranging from Lion Dance and live musical performances to fashion presentations and authentic cuisine. In addition, with any $75 purchase during the event, attendees will have the opportunity to receive a limited-edition “Year of the Monkey” red and gold tote*.
Macy’s Lunar New Year festivities will also include localized advertising, in-store poster signs and window displays, as well as tourism outreach offering exclusive savings for travelers visiting from China during the month of February.
Below are the dates and locations for Macy’s Lunar New Year in-store celebrations:
Macy’s Southcenter – Tukwila, WA – Feb. 6
Macy’s Herald Square – New York City – Feb. 11
Macy’s South Coast Plaza – Costa Mesa, CA – Feb. 13
Macy’s Santa Anita – Arcadia, CA – Feb. 13
Macy’s Flushing – Queens, NY – Feb. 13
Macy’s Union Square – San Francisco – Feb. 20
Macy’s Valley Fair – Santa Clara, CA – Feb. 20