Macy’s Pays Tribute to Brazil with Multifaceted Campaign Launching This Week
Beginning tomorrow, Macy’s is bringing the magic of Brazil to life with exclusive Brazilian-inspired designs, including limited-edition collections by “Francisco Costa for Calvin Klein,” “FALCHI by Falchi” and RACHEL Rachel Roy + Seu Jorge
In-store excitement will include thrilling events, rich digital content and experiences, and a savings pass that benefits the Amazon rainforest
NEW YORK--(BUSINESS WIRE)-- Tomorrow, Macy’s will share a Brazilian experience with visitors as the retailer unveils its much anticipated “Brasil: A Magical Journey” campaign in select Macy’s stores across the country and on macys.com. Brazilian culture will burst into life at Macy’s through limited-edition capsule collections created by renowned Brazilian designers, Brazil-inspired fashion from other designers, including existing Macy’s brands, a fundraising program to benefit the Amazon rainforest, a series of lively in-store events, and an opportunity to win a trip to Brazil, courtesy of Delta Air Lines. To further enhance customers’ shopping experiences, Macy’s is using the latest in mobile technology to deliver fun and information through the magic of augmented reality, a free, downloadable application and QR codes. The campaign launches across the country on May 16.
Macy's "Brasil: A Magical Journey" augmented reality application (Photo: Business Wire)
“This week’s in-store launch of Macy’s 'Brasil: A Magical Journey' campaign will introduce exciting aspects of Brazilian culture to our customers and their families through fun and interactive events, great fashion and lifestyle product, and augmented reality and QR code technology,” said Martine Reardon, Macy’s chief marketing officer. “We’ve enlisted top Brazilian designers, procured brands new to the United States, and created authentic in-store experiences that truly capture the spirit of this rich and intriguing culture.”
Fashion Collaborations and Brazil-Inspired Product
In line with Macy’s reputation as a fashion destination and home of exclusive offerings, Macy’s is introducing several limited-edition collections created in collaboration with sought-after Brazilian and Macy’s own designers as part of the “Brasil” campaign. Highly awaited is the “Francisco Costa for Calvin Klein" dress capsule, exclusively designed by Mr. Costa, the Women's Creative Director of Calvin Klein Collection. Influenced by modern Brazilian architecture, the capsule features dresses with pure lines and clean shapes for an effortless look. Additionally, the existing Calvin Klein line will offer a range of Brazil-themed men’s and women’s apparel items designed by Kevin Carrigan, the brand’s Creative Director, as well as a selection of underwear, shoes and accessories.
Other limited-edition “Brasil” collections that are making their way to Macy’s stores and macys.com include “FALCHI by Falchi” featuring handbags, shoes, fashion jewelry and scarves by Carlos Falchi; footwear, handbags, fashion jewelry and apparel by RACHEL Rachel Roy + Seu Jorge; Neon; Cecilia Prado; “Hermanny” by Paula Hermanny; Brazilian swim manufacturers Sauipe, Despi and ANK; and beauty brands Natura and Phebo.
Customers also will be able to shop at Macy’s for inspired-by Brazil products from their favorite brands including Alfani, I.N.C., Bar III, Betsey Johnson, American Rag, Charter Club, Style & Co., Ellen Tracy, Essie, Haskell, Havaianas, Lauren by Ralph Lauren, Joseph A., Tommy Hilfiger, Style & Co. Home, Britto Luggage, Hello Kitty, Kipling, Lauder, Cubavera and Starbucks.
“O, Mercado, the Market at Macy’s”
Available in approximately 300 Macy’s stores and on macys.com, is “O Mercado, the Market at Macy’s” – a curated shop of Brazilian products featuring exclusive, limited-edition items, both inspired by and made in Brazil. Launched last month, “O Mercado” shops carry approximately 100 exclusive items, delivering authentic Brazilian product to Macy’s customers. Additionally, 10 percent of the sale price of every product sold within “O Mercado, the Market at Macy’s” through July 15, both in-store and online, benefits the efforts of The Nature Conservancy (nature.org) to protect the Brazilian Amazon rainforest. As one of the world’s leading global conservation organizations, The Nature Conservancy has worked for more than 60 years to conserve the lands and waters on which all life depends, and since 2001, has worked in the Amazon rainforest to protect important, fragile habitats, while ensuring sustainable livelihoods of local people.
“Give, Get and Save the Amazon Rainforest” Special Shopping Savings Pass
To further support The Nature Conservancy, Macy’s is introducing a “Give, Get and Save the Rainforest” special savings pass with the goal of raising $1 million to benefit the Conservancy. Now through May 31, customers are invited to make a $3 donation at their local Macy's store and in return, will receive a saving pass that can be redeemed on a day of their choice through June 17 to save 20 percent or 15 percent all-day. One hundred percent of the funds raised through these savings passes will benefit The Nature Conservancy and its efforts to protect the Brazilian Amazon rainforest. (Exclusions apply. Visit macys.com/brasilgiveback for more information.)
In-Store Excitement and Events
In addition to merchandise offerings that celebrate Brazil, Macy’s is infusing its stores with fun shopping experiences that evoke the country’s festive spirit. Through the magic of augmented reality technology, Macy’s will transport customers to the enchanting country of Brazil. Customers with iOS and select Android smartphones can download the free "Brasil: A Magical Journey" application from macys.com/brasilapp. Paired with large, artfully crafted Brazil-shaped floor markers installed throughout Macy’s stores, the application interacts with map markers, each triggering a unique augmented reality experience including a trip to the Amazon, Carnival, a soccer game and interaction with a toucan. Customers can also use the application at home with a rainforest environment that users can interact without a marker. With all experiences, customers can step in the frame and take a photo, which can be uploaded via e-mail or Facebook to be shared with family and friends.
Macy’s is also using QR codes to deliver exciting and helpful fashion content to customers, straight from the feted designers participating in the “Brasil” campaign to a customer’s smartphone. These videos, available for download in-store and online, offer fashion inspiration and tips from talent, including designers Francisco Costa and Carlos Falchi, and behind-the-scenes footage from the exciting Macy’s campaign photo shoot in Brazil.
Macy’s salute to Brazil kicks-off with a preview on May 15 at the retailer’s world-famous flagship at Herald Square, featuring a Carnival-inspired celebration with fashion, food, music, dance and art of Brazil. The enchanting evening will bring the best of Brazil to New York City’s most iconic department store for a unique cultural celebration at a spectacular gala that will feature the sights and sounds of Brazil. From the Bossa Nova and Samba to Capoeira, Macy’s Herald Square will set the stage for internationally acclaimed musicians Bebel Gilberto and Sergio Mendes, Globo TV's famous telenovela stars, Fiorella Mattheis, Raphael Viana, and pop music sensation Fiuk, bringing the spirit of Brazilian culture to life. In addition to the festivities, the night will give back to local communities in Brazil with a $50,000 donation to the BrazilFoundation and a silent auction that features items from artists, designers and organizations including Marcos Marin, Astrid Munoz, Calvin Klein Collection, Carlos Falchi, Kakau Hofke, Bebel Franco, Diego Limberti, Delta Air Lines and Pestana Hotel and Resorts, to benefit the organization’s community-led projects and other efforts directed at empowering the region. A spectacular runway fashion show, epicurean delights from Rio’s renowned celebrity chef Felipe Bronze and an unveiling of Brazilian artist Diego Limberti’s original mural inspired by the Macy’s “Brasil: A Magical Journey” event and created just for this celebration will cap the evening. Those not attending the launch at Herald Square on May 15 can experience the evening’s Brazil-inspired events via live stream at ustream.tv/macys beginning at 6:30 p.m. EDT.
Customers across the country also will have the chance to experience the magic of Brazil through local events in select stores and an art exhibition that features the works of 27 Brazilian artists in an array of mediums, including sculpture, canvas, carvings and photography. Artists include: Leila Alberti; Patrícia Azoni; Michele Bruniera; Marcelo Conrado; Norberto Conti; Marilda Dib; Rose Fernandes; Juliane Fuganti; Beth Jabur; Zina A. Kossoy; Sonia Madruga; Anna Mallman; Leda Maria; Flory Menezes; Rene Nascimento; Solange Palatnik; Duda Penteado; Ricarddo P Pinto; Carla Pompeu; Tais Melillo; Drica Queiroz; Alcinda Saphira; Luma Sanos; Pedro Smith; Mauro Soares; Carla Stancati; and Luiz Sternick. The exhibit will be displayed at Macy’s Herald Square in New York City; Macy’s Aventura in Ft. Lauderdale; Macy’s Dadeland in Miami; Macy’s State Street in Chicago and Macy’s Union Square in San Francisco. Other local festivities will include Brazilian-inspired culinary demonstrations, dance parties with Samba experts and local Brazilian DJs spinning the music, interactive kids’ events with create-your-own Carnival masks, headdress or sarong, and runway fashion shows featuring Brazilian-inspired product. For information on events, visit macys.com/brasil.
Macy’s “Brasil” campaign is made possible in part through partnerships with Calvin Klein, Inc., Apex-Brasil (Brazilian Trade and Investment Promotion Agency), Delta Air Lines, Pestana Hotels and Resorts and Globo TV. Macy’s “Brasil” advertising campaign was produced in Brazil: Rio de Janeiro, São Paulo and Salvador, emphasizing the authenticity of the program. Imagery features works from landscape and sculpture artist Burle Marx, Architects Oscar Niemeyer and Paulo Mendes da Rocha, models Caroline Riberio, Izabel Goulart, Solange Wilvert and Fernanda Tavares and Globo TV telenovela actor Raphael Viana. From May 15 through July 15, the public can enter for the chance to fly away and play in sensational Brazil! Delta – the official airline of Macy’s “Brasil: A Magical Journey” campaign – is saluting their 15th anniversary of travel to the exotic paradise by offering one lucky person and three guests the chance to win a 6-day/5-night trip to Brazil. The lucky winner and guests will fly on Delta Air Lines to the cosmopolitan city of Rio and stay at the luxurious 5-star Pestana Rio Atlantica Hotel. For more information on flying to Brazil, visit delta.com. To enter for a chance to win, text BRASIL to 62297 (MACYS) or visit macys.com/brasilsweeps from May 15 to July 15.
For more information about Macy’s “Brasil” tribute, including hi-res images, please visit magicbulletmedia.com/MNR/MacysBrasil/. Beginning May 16, Macy’s customers can visit macys.com/brasil to shop for the latest Brazilian fashions and locate exciting local in-store events.
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer 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. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
About The Nature Conservancy
The Nature Conservancy is a leading conservation organization working around the world to protect ecologically important lands and waters for nature and people. The Conservancy and its more than 1 million members have protected nearly 120 million acres worldwide. Visit The Nature Conservancy on the Web at www.nature.org.
BrazilFoundation is a nonprofit organization that raises resources for civil society programs that promote sustainable local development while transforming social conditions in Brazil. Over the last 10 years, BrazilFoundation has built a philanthropic community of more than 7,000 donors and friends and has invested US$18 million. Resources raised have allowed the Foundation to identify, fund and monitor more than 300 community-level initiatives in 24 Brazilian states, directly benefitting over 50,000 people.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50278369&lang=en
Source: Macy's, Inc.
Released May 15, 2012