Cincinnati, Macy’s Inc. is turning to star power this holiday season to fight disappointing sales and resistance to its takeover of local department stores.
Macy’s launched ads featuring celebrities such as Donald Trump and R&B singer Usher, made changes in merchandise including exclusive alliances with well-known designer brands and returned to more promotions at some locations.
The changes are meant to drive traffic and win over shoppers in some markets where the Macy’s name replaced local favorites it absorbed as part of its acquisition of the May Department Stores Co. in 2005.
Macy’s also said its exclusive home-furnishings collection by Martha Stewart that debuted in September is off to a good start.
In addition, Macy’s recently announced a deal to be the exclusive department store retailer for the Tommy Hilfiger U.S.A brand of men’s and women’s sportswear in the United States.