Macy’s to Venture into “Brasil” this Spring

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New York—While the BRIC (Brazil, Russia, India, China) countries have garnered the world’s attention for their strong economies, Macy’s plans to focus specifically on Brazil with a store-wide promotion this spring.

“From an abundance of fashion-forward brands and products, to popular arts and enterprising, fun-loving people, Brasil continues to build a strong global footprint that appeals to audiences and diverse groups around the world,” said Martine Reardon, Macy’s executive vice president of marketing. “In tribute to Brasil’s colorful culture, its thriving creative class and global influence, Macy’s has developed a campaign that spotlights its unique contributions to fashion, art and design as part of our ongoing focus on delivering magical moments with our millions of customers every day.”

Macy’s, which will be using the traditional Portuguese spelling of Brasil, will officially kick-off its Brasil promotion on May 16, but shoppers at its Herald Square flagship and four other locations will be a preview March 25 to April 7 during the store’s annual flower show.

Exclusives with Brazilian Designers

Later the store will roll out “curated shops featuring authentic Brasilian product in a variety of categories including fashion, home, beauty, accessories and art pieces” that have been “hand-selected” to create a colorful and inviting main floor environment in 300 Macy’s stores. In addition, designer capsule collections will premiere in late spring. Each capsule will speak to the designer’s distinctive aesthetic with Brasilian-inspired color, prints and silhouettes taking center stage, the company says.

During the promotion, Macy’s also plans to pay homage to Brazilian celebrations and festivals with in-store events.

Coincidentally,  Macy’s and other national retailers are hoping to see an upswing in tourists from Brazil thanks to an executive order President Obama signed on Jan. 19. The order gives the Department of Homeland Security and Department of State 60 days to come up with a plan to process visa applications from China and Brazil more quickly. Instead of taking up to four months to get a visa, the order recommends a three week process. When implemented visa processing capacity in China and Brazil would be increased by 40%.

The resulting increase in U.S. tourism could create 1.3 million jobs and add $850 billion to the economy by 2020, the National Retail Federation (NRF) said, citing the U.S. Travel Association figures.