Macy’s has turned to a British fashion journalist to serve as the “brand ambassador and style director” for its INC men’s label for fall. The retailer has hired Tom Stubbs to serve as editor at large to share his advice and opinions on style with the INC customer.
Nancy Slavin, senior vice president of marketing for the Macy’s Merchandising Group, said: “We are always trying to evolve INC, which is our marquee fashion brand in men’s and women’s. Bloggers have been the style curators for the younger customer, but they don’t have the pedigree of editors who have earned their stripes and gained credibility over the years.”
This story first appeared in the August 9, 2011 issue of WWD. Subscribe Today.
The retailer will introduce Stubbs at an event at Parlor New York tonight where he will “share his picks and offer his stylish perspective on fall.”
So far Stubbs helped the brand formulate the creative direction of its fall advertising campaign. Macy’s will use Stubbs and his editorial voice across all platforms, both in stores as well as on the Internet, where Macy’s has created a new microsite to appeal to “customers looking for fashion advice in the digital space,” Slavin said.
Stubbs will also be featured in a series of “day in the life” videos where customers can follow him as he goes about his day-to-day activities ranging from getting a shave at Tommy Guns to having cocktails at the Empire Room. The campaign featuring Stubbs will launch in late August as will the micro site, which will allow customers to shop the INC collection.