Macy's West kicks off Karan Home
April 16, 2001,
SAN FRANCISCO — The launch this past weekend of the Donna Karan Home Collection provided Macy's West with a dramatic two-pronged promotional force.
Macy's West's launch of the high-profile bed and bath collection was the national debut at retail of the collection, and at the same time the store introduced its advertorial to customers in and out of the market here.
Macy's kicked off the launch with several ads highlighting the "new at Macy's" theme, one showcasing Collection with the theme "Let your sense delight in White"
featuring Oasis, and a second highlighting DKNY Life, a bed and bath and bath accessory presentation.
At the same time, the store introduced its first advertorial keyed to the San Francisco metropolitan area market — a 10-page advertising and "editorial" presentation with the Donna Karan Collection the star, but also showcasing furniture and tabletop as the advertised products.
A key piece in the "editorial" was an interview with Donna Karan in a question/ answer format with subjects ranging from her design inspirations to how she feels customers can create distinctive looks of their own.
The advertorial also highlighted a new service, one that will have a Macy's expert help redo a room without the need for an interior designer. "It all started with Macy's by Appointment, which gives customers a free shopping service for apparel," Tomchin explained, and was extended to the home for things like people wanting new towels and other things to pull a room together.
"It gets customers to the level before they get to the point where they want or need an interior designer," he said.
Other elements of the advertorial include a section on the store's bridal registry and 55th annual flower show.
Related Content By Author
Live From New York: Fashion Comes Across the Pond
Home & Textiles Today eDaily
Most Viewed Articles
See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more...