By  on February 27, 2013

NEW YORK — Macy’s Inc. has spent a tremendous amount of time “shaping” the Martha Stewart brand into a lifestyle collection, according to chief marketing officer Martine Reardon, who testified in court Wednesday.

The Macy’s executive said since the brand launched in 2007, she’s devoted 25 percent of her time to pumping up the collection via advertising and marketing strategies in order to distance the brand from its value-centric roots. Previously, Stewart had a $1 billion business at Kmart before she signed a deal to sell certain wares exclusively to Macy’s. Reardon noted that the advertising spend for Stewart was equal to Macy’s biggest home accounts, including Ralph Lauren, Hotel Collection and Charter Club.

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