Macy's sees pink in omnichannel campaign

Pink will prevail at Macy’s this month when the retailer launches an omnichannel campaign to raise funds for the fight against breast cancer.

The retailer has joined forces with the Pink Pony Fund, the Polo Ralph Lauren Foundation’s initiative in the fight against cancer, to offer a special collection of merchandise that transforms Polo Ralph Lauren shops into Pink Pony destinations in 48 Macy’s locations across the country and at macys.com/pink.

“Macy’s commitment to furthering awareness and prevention for a cause like breast cancer that has affected so many within our communities, is incredibly inspiring and strong,” said Martine Reardon, chief marketing officer for Macy’s. “Our passion for charitable initiatives is even more impactful with the support of our customers, employees and partners, such as Ralph Lauren, who come together to make a difference. By creating dedicated touch points within our stores and on macys.com with our Pink Shop, customers who are just as committed to the cause as we are have a place to shop and do good fashionably.”

The merchandise at the Pink Pony Shop will include tees, tanks, long-sleeve fleece, sweatpants, knits, leggings, polos, vests and windbreakers, as well as the limited-edition fragrances of Ralph Lauren Romance and Midnight Romance. Twenty-five percent of the purchase price of all Pink Pony apparel and accessories sold by Macy’s in the United States will benefit the Pink Pony Fund for causes devoted to cancer awareness, education and research, the company said.

In addition, now through Oct. 18, Macy’s customers who show their support by purchasing the limited-edition, commemorative Pink Pony Pin for $5 ($4 of which benefits the Pink Pony Fund) will receive a special discount up to 20% on a wide assortment of merchandise at all full-line Macy’s stores nationwide.