Radio and television spots in English and Spanish will feature a reworked version of the Motown hit “Dancing in the Streets” - calling out the names of cities getting new Macy’s stores. Employees will distribute gift cards, host celebrity appearances, offer craft projects for kids and hand out as many cupcakes, jelly beans and other goodies as they can foist on passersby.Īnd to get the word out, the company is launching its largest-ever advertising blitz, with newspaper, magazine and billboard advertisements. That’s in addition to its six Bloomingdale’s stores in California.įederated is literally rolling out the red carpet as part of efforts to welcome customers into Macy’s stores. In all, Federated will have 71 Macy’s stores in Southern California for a total of 111 stores and 31,000 employees across the state. In California, of the 49 Robinsons-May stores Federated acquired, 26 were shuttered and 23 officially will be renamed Macy’s on Saturday. That will give the Cincinnati-based company, with more than $27 billion in annual sales, more than 800 stores in 45 states. stores, which operated under 11 different names including Robinsons-May, to the Macy’s brand. Nationwide, Federated will be converting about 400 former May Co. stores it bought a year ago for $11 billion. With much fanfare, parades and advertising like crazy, Macy’s is throwing a nationwide party to officially unveil the renamed and revamped May Co. “Maybe it’s just something to get used to.”
as she perused the changes at her old Westside Pavilion Robinsons-May. “I’m just kind of disappointed,” mused Phyllis Jacob, a 66-year-old legal secretary from West L.A. Louis, is finished, along with seven former regional chains that also are becoming Macy’s on Saturday.īut the question in the malls this fall is whether shoppers are ready to say hello to Macy’s, the department store giant that doubles in size this weekend. Houston is losing Foley’s Filene’s will no longer be a Boston institution Chicago is saying farewell to Marshall Field’s and Famous-Barr, based in St. completes a massive make-over that will rebrand shopping nameplates across America. John Piper, VP of the Macy's Parade Studio, showed us how their team helps put the magic together.The end officially comes this weekend for the storied Los Angeles chain as Federated Department Stores Inc. We took a tour of the studio at the height of 2015's Thanksgiving parade prep. A representative for Macy's declined to confirm that estimate with Business Insider, however.
Some sites like have estimated it could be several million dollars, taking into account the presumed cost of float construction, costumes, and studio rent. Macy's does not disclose any of the costs associated with putting on the parade each year. The famed parade, which happens in New York City every year, was started in 1924 by Macy's store employees and is now a Thanksgiving tradition that millions of Americans tune in to NBC to watch. The Macy's Parade Studio, where a group of workers build the floats, balloons, and costumes that are on display during the Thanksgiving Day Parade, devotes itself to the holiday season 365 days a year.
While this isn't Santa's North Pole workshop, it might be the closest thing in the world to it.
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