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government-trade

Memo Pad: Macy’s Facebook Push… Meet Project ‘Check-In Fashion’…

Macy’s isn’t messing around when it comes to social media: Its “Million Dollar Makeover” campaign led to the retailer doubling its friends/fans on Facebook.

MACY’S GETS POPULAR: Spending some $120 million of its $1 billion in marketing money on digital media, Macy’s isn’t messing around when it comes to social media. Its recent “Million Dollar Makeover” Facebook campaign led to Macy’s doubling its friends/fans to 1.8 million from 900,000. At the same time, Terry Lundgren, Macy’s chief executive officer, president and chairman, estimates Macy’s brings in about $1.5 billion in online sales, a number he expects will grow.

— BETH WILSON

This story first appeared in the June 28, 2011 issue of WWD.  Subscribe Today.

STUDY HALL: Academics Sarah Williams and Elizabeth Currid-Halkett have a message for the fashion industry: the next time you check in on Foursquare, do it for a cause. Williams, who is the director of Columbia University’s Spatial Information Design Lab, and Currid-Halkett, assistant professor at University of Southern California’s School of Policy, Planning, and Development, have teamed up for a project called “Check-In Fashion,” which uses the social media outlet to map out how the industry is clustered throughout Manhattan. “It’s very dynamic,” explained Currid-Halkett, noting the study will take place from July 18 to 29. “We’re not simply looking at where the design houses are located, but where the employees go from 9 to 5.

“From a practical perspective,” Currid-Halkett added, “this informs the way the city can deal with the fashion industry. We can quantify how important it is for people in the industry to be around each other.” While the results will be naturally relevant for the “Save the Garment Center” campaign, the USC assistant professor stresses the program will examine how workers interact with the entire city. Participants can register now at checkinfashion.com. The findings will be made public by Williams and Currid-Halkett this fall.

— VENESSA LAU

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