Macy’s Reprises American Icons Promotions

In Marketing, What's New, Industry News by Accessories Staff

This May, Ryan Lochte and Ireland Baldwin headline Calvin Klein's new campaign for Macy's American Icons (Photo: Business Wire)

This May, Ryan Lochte and Ireland Baldwin headline Calvin Klein’s new campaign for Macy’s American Icons.

New York—Macy’s hosts the iconic Fourth of July fireworks over the Hudson, but the department store’s salute to America doesn’t even there.

For the second year in a row, Macy’s is celebrating its American Icons in a campaign that kick offs 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.”

Got Your 6

For the second year, Macy’s is partnering with one of the nation’s veteran empowerment initiative, 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.

America-Inspired Merchandise

 Zooey Deschanel and Tommy Hilfiger collaboration, aptly named "To Tommy, From Zooey,"

Zooey Deschanel and Tommy Hilfiger collaboration, aptly named “To Tommy, From Zooey,”

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.

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 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.

The campaign for I.N.C. International Concepts features country music favorites Brett Eldredge and Jana 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.

Additionally, actress and singer Lucy Hale will represent American Rag 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.

“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 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.

“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 ( from April 15 through May 3. Local semi-final cook-offs will take place across the country on June 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.





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