Macy’s “American Icons” Campaign Returns This Spring
Beginning in May, Macy’s offers America-inspired fashion from sought-after brands, early summer events and a partnership with Got Your 6 to support American veterans
Headlining the campaign are some of America’s all-star talents, including Ryan Lochte, Ireland Baldwin, Brett Eldredge andJana Kramer, along with exciting collaborations such as Tommy Hilfiger’s ‘To Tommy From Zooey’ collection with Zooey Deschanel
NEW YORK–(BUSINESS WIRE)–Apr. 16, 2014– Macy’s today announced the return of its popular American Icons campaign in early summer to celebrate the heritage, landscape, time-honored traditions and people that make America great. Now in its second year, the initiative will kick off in May with a variety of family events inspired by America’s favorite pastimes, fashions from beloved designers, all-star talent and a give back program to benefit those who have served our country.
“Macy’s celebration of America really connected with our customers and associates last summer,” said Martine Reardon, Macy’s chief marketing officer. “Our charitable program to benefit Got Your 6 and America’s veterans raised millions of dollars during our first American Icons campaign, and we are excited to once again support this important cause. We’ve also built on last year’s success with a parade of fun, summer-themed events and the latest fashion from popular brands represented by some of our country’s best known talents, including Ryan Lochte, Ireland Baldwin, Brett Eldredge and Jana Kramer, as well as Tommy Hilfiger’s ‘To Tommy From Zooey’ collection with Zooey Deschanel — all while paying tribute to the people, places and things that make this country so special.”
Give Back. Get Back. – Got Your 6
For the second year, Macy’s is partnering with one of the nation’s most innovative veteran empowerment initiatives, Got Your 6. In the military, “got your six” is a term that means “I’ve got your back.” Uniting the resources of the entertainment industry with a coalition of more than 30 veteran-focused, nonprofit partners, Got Your 6 is dedicated to improving veteran reintegration, celebrating veterans as leaders and civic assets, and putting their skills to work at home. The coalition focuses on six pillars of reintegration—jobs, education, health, housing, family and leadership, with a goal to change the conversation around America’s millions of military veterans.
Macy’s 2013 “American Icons” campaign raised funding for the nonprofit partners of Got Your 6, to benefit their commitment to veterans and military families. This funding supports the mission work of the coalition partners, including:
- The Pat Tillman Foundation and Student Veterans of America that helped more college campuses adopt veteran friendly practices.
- Team Rubicon that has deployed veterans and supplies for emergency disaster relief to complete more than 2,250,000 hours of service.
- The 100,000 Homes campaign that expanded their vulnerability surveys to many more cities, helping house more than 21,000 chronically homeless veterans.
- Hiring our Heroes—a nationwide effort to help veterans and military spouses find meaningful employment— which was able to host more job fairs, create more resources and provide additional opportunities to veterans and businesses across the nation as they work to complete their pledge to hire 500,000 veterans.
To support Got Your 6 and its nonprofit partners, Macy’s again will offer a special savings pass to benefit the effort. Kicking off May 17 with “Got Your 6 Saturday,” customers can give $3 at any register and receive a savings pass for a day they choose. One hundred percent of the purchase price will be donated to Got Your 6 and its nonprofit partners to empower returning veterans and military families. Exclusions and restrictions apply. Beginning May 14, visit macys.com/gotyour6 for more information.
America-Inspired Merchandise Initiatives
From coast-to-coast, Macy’s customers will be able to shop for exclusive merchandise from America’s most popular brands this summer. Inspired by American design and style, the specially-curated collections will be available in stores beginning early May through the end of June. From fashion to accessories to home goods, shoppers can purchase the latest product from designers including Calvin Klein white label, Tommy Hilfiger, I.N.C. International Concepts, MICHAEL Michael Kors, Nautica, Finish Line, and more.
One of America’s best-known design houses since 1968, the Calvin Klein brand continues to inspire today’s generation with its cutting-edge designs. Focusing on clean lines and a modern aesthetic, the Calvin Klein white label American Icons-inspired assortment captures the carefree spirit of our nation and the essence of 21st century style. International swimming sensation and 11-time Olympic medalist Ryan Lochte, and actress and model Ireland Baldwin, shine in the new print, digital and in-store American Icons advertising campaign.
The American Icons collection includes all of the Calvin Klein white label summer must-haves – sportswear, jeans, dresses, performancewear, swimwear, underwear, shoes and handbags.
Prior to the kick-off of the campaign, a capsule collection of dresses designed by actress, musician and style icon Zooey Deschanel and iconic American designer Tommy Hilfiger, aptly named “To Tommy, From Zooey,” will be available in approximately 200 Macy’s stores beginning mid-April. The collection includes dresses ranging in price from $98 to $169. Inspired by the 1960s and Deschanel’s love of vintage clothing, the capsule offers flattering silhouettes from classic coat and shirtdresses to a specialty peek-a-boo, with prints hidden inside the pleats. Crisp modern shapes are combined with nautical touches in Tommy’s signature palette of red, white and blue to create a look coined as “modical,” that is cheerful, bright and all American. In addition to the collection of dresses, Tommy Hilfiger has specially- curated “American Icons” merchandise available in womens, mens, kids, home, swim, shoes and more, available throughout the campaign.
The campaign for I.N.C. International Concepts, exclusively at Macy’s, features country music favorites Brett Eldredge andJana Kramer. Set in Nashville, the two will be featured in print, digital and in-store advertising wearing a variety of fashion-forward pieces from the newest collection. The perfect backdrop for this campaign, Music City continues to be the No. 1 destination for country music stars – including Eldredge and Kramer – as they pursue the all-American dream. Eldredge released his debut album in 2013 and scored his first No. 1 with the hit single “Don’t Ya.” In addition, Eldredge has toured with Taylor Swift, been nominated for both ACM and CMA New Artist of the Year awards and performed in Macy’s 2013Thanksgiving Day Parade. Kramer is a singer, songwriter and actress who found success on The CW’s “One Tree Hill” and continues to light up the country music scene with her sweet vocals and emotionally moving songs. She received the 2013 ACM Award for “New Female Vocalist of the Year” and her single “Why Ya Wanna” earned her the highest ranking chart debut by a solo female country artist since Taylor Swift in 2006. Customers can look forward to a bit of country swagger as Eldredge and Kramer unveil I.N.C.’s summer collection this May.
Additionally, actress and singer Lucy Hale will represent American Rag, available exclusively at Macy’s, through the duration of the American Icons campaign.
Throughout the campaign, customers who shop Macy’s American Icons special collections will not only enhance their already unique American style, but will also have the chance to take part in a variety of events and programs taking place across the country, including:
“Macy’s Great American County Fair”
Macy’s will pay homage to America’s county fair by hosting homegrown events in more than 20 cities nationwide. This June, families will be treated to classic fair foods, local competitions, games, activities, and more. For information about Macy’s “Great American County Fair” and to find nearby locations, customers can visit macys.com/americanicons.
“Macy’s Great American Pop Quiz & 4th of July Sweepstakes”
One lucky winner and three guests will celebrate Independence Day in style at the nation’s largest pyrotechnic display, Macy’s 4th of July Fireworks®. Customers who visit www.macys.com/popquiz between May 6 and June 15 can enter for the chance to win a trip for four to the 2015 Macy’s 4th of July Fireworks in New York City. One winner will be chosen and will receive an exclusive prize package including air travel and hotel accommodations for four for two nights to New York City, tickets to the Fourth of July Fireworks and a $1,000 Macy’s shopping spree. The explosive party will be sure to delight and amaze fans of all ages with its awe-inspiring colors, shapes and patriotic music.
“Macy’s Day at the Ballpark”
“Macy’s Day at the Ballpark” is back for the second year, just in time to celebrate America’s favorite pastime this Father’s Day. In select stores, shoppers can score a pair of tickets to a Minor League Baseball game when a qualifying men’s purchase is made. On June 1, fans will experience Macy’s through scoreboard features, live announcements and game day giveaways at 60 Minor League Baseball games nationwide. For more details and to find a participating city near you, visit macys.com/events
“Macy’s Great American Grilling Guru”
In celebration of the summer sport of backyard grilling, Macy’s is searching for America’s ultimate gurus of the grill. Those interested in joining this sizzling competition can enter their best grilling recipe through Macy’s Culinary Council sitelet (macys.com/culinarycouncil) from April 15 through May 3. Local semi-final cook-offs will take place across the country onJune 7, with six regional winners going head-to-head in the national “Sizzle Showdown” competition on June 28 in New York City, judged by chefs from Macy’s Culinary Council. One winner will earn the coveted title of “America’s Greatest Grill Guru” and receive the grand prize: $10,000 and a trip to the 2015 Macy’s 4th of July Fireworks.
For more information about Macy’s “American Icons” campaign, please visit macys.com/pressroom. Beginning May 14, Macy’s customers can purchase “American Icons” product by visiting macys.com/americanicons.
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy’s offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July Fireworks®and the Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy’s flagship stores — including Herald Square in New York City, Union Square in San Francisco,State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California — are known internationally and leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy’s helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
About Got Your 6
Got Your 6 is a collective impact campaign designed to help bridge the military-civilian divide. Combining the reach and resources of the entertainment industry with the expertise and commitment of more than 30 nonprofit organizations, the campaign works to advance the conversation in America so veterans and military families are seen as leaders and civic assets who will invigorate our communities. In 2013, Got Your 6 distributed grants totaling nearly $3 million to a dozen veteran-focused nonprofit partners. For more information, visit www.gotyour6.org. Be the Change, Inc., an independent 501(c)(3) not-for-profit organization, is the organizing body and fiscal sponsor of Got Your 6.
Source: Macy’s, Inc.