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.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
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