On May 16, Macy’s will kick off “A Magical Journey to Brasil,” a big, colorful, two-month-long promotion spotlighting the designs and culture of one of South America’s fastest-growing economies.
“Almost every single one of our 800 stores will have something Brazil-related,” said Martine Reardon, Macy’s executive vice president of marketing.
The heart and soul of the Brazil journey and the biggest part of the program will be at 300 Macy’s locations establishing curated shops for authentic Brazilian products in fashion, home, beauty, men’s wear, accessories and art, Reardon said.
In confirming a Nov. 2 WWD report on the Brazil strategy, Reardon said the promotion will feature capsule collections by Brazilian designers and by other designers that Macy’s works with who are creating Brazil-inspired styles for the event. “It’s really all about color — bright, bright, happy color and a lot of bold graphic prints,” Reardon said. “Having said that, there are tons of grays, solids, black and whites.”
The event will raise funds to benefit the Amazon Rainforest.
Magical Journey represents a new format for Macy’s, yet one that recalls import promotions at such stores as Bloomingdale’s, Neiman Marcus and J.C. Penney in the Seventies through the early Nineties.
It raises speculation that Macy’s could stage a string of import promotions tapping other countries, such as China, Italy or France. This would add exclusivity to the merchandising; introduce design talent and brands to the store, and help the chain go international, which officials have set as a goal for the future. Macy’s international inclinations have been evident in recent catalogues that the company shot in such places as Morocco and Tahiti, incorporating the “journey” theme.
Asked about the possibility of staging country promotions after Brazil, Reardon responded, “Anything is possible.” She declined to say if any more promotions are in the works.
Macy’s annual flower show, running March 25 to April 7, will be a teaser to the Brazil event. Flagships where Macy’s stages the flower show will be partially landscaped to reflect Brazilian horticulture, and there will be a series of special events running concurrent with the flower show, featuring Brazilian dance, music, crafts and cooking.
“Brazil continues to build a strong global footprint that appeals to audiences and diverse groups around the world,” said Reardon.
She noted that Macy’s has a large percentage of Brazilian and Hispanic shoppers.
“Magical Journey to Brasil” is timely. According to 2010 statistics from NYC & Co., Brazilian tourists spent the most in New York City, with 589,000 people spending $1.6 billion.
The 2016 Olympics will be held in Brazil, and former President Bill Clinton, during his speech at the National Retail Federation convention in New York earlier this month, characterized the country as “one of the most interesting places on earth, one of the most hopeful and one of the most environmentally responsible big countries in the world,” yet confronting complex issues revolving around generating more power supply and conserving the Rainforest.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye