Will Martha Stewart bring Macy’s some mojo?

by Linnea Kirgan, September 28th, 2007, 8:35 am

It’s hard to miss Macy’s new $100 million fall ad campaign, called “The Magic of Macy’s,” all over TV and newspapers. But ”The Magic of Martha” may be more like it, as the 66-year-old blonde tastemaker is featured in all three of its TV ads currently running non-stop.

Macy’s has pinned its hopes to Stewart’s apron strings as they push her 2,000-product exclusive-to-Macy’s Martha Stewart Collection, the largest private label product launch in the department store’s history. The products range from kitchen and bath items to bedding and specialty holiday collectibles. Many of the products are created to look like items found in Stewart’s several posh homes.

If you’re not a TV watcher, maybe you’ve missed the ads. There’s Stewart chatting up R&B star Usher (pushing his new fragrance) at Macy’s. Another features Stewart’s daughter, Alexis, trying to wear her mother’s new bed linens as a dress while being encouraged by fashion guru Tim Gunn (of Bravo’s Project Runway fame) before Stewart comes in and breaks up the party.

The piece de resistance, however, was a 90-second star-studded extravaganza that ran during the Emmy’s featuring Stewart, pop star Jessica Simpson, real estate mogul Donald Trump, rapper and designer Sean “Puffy” Combs, among others. (Interestingly, rival JC Penney chose to debut its ”Every Day Matters” campaign during the Academy Awards show in February. Coming up next for Penney’s: an exclusive home and clothing brand with Ralph Lauren that it plans to debut next year — during the Academy Awards. )   

Macy’s, the nation’s top department store chain, has been struggling as it absorbed its 2005 acquisition of May Department Stores and changed its brands to the Macy’s name.  (My colleague Alex Biesada discussed the changing department store landscape in an earlier post.) Macy’s has a lot riding on its latest campaign promoting Stewart’s line and the united Macy’s brand. There’s a question, though, about whether Stewart’s separate product line still sold at Kmart may hurt the high quality image of the Macy’s line. This Midwestern shopper was unimpressed by the new Macy’s line, though another found the towels “sumptuous” and everything beautifully displayed.  

Is it wise for the storied retailer to count on Stewart, the comeback queen? I wouldn’t necessarily bet against her. She has been on a roll since her five-month stint in prison. She went back to work at Martha Stewart Living Omnimedia, where she juggles her Martha TV show, new home designs with KB Home, and a slew of other licensing deals.  Busy, just like she likes it. Macy’s hopes she can inspire customers to get busy shopping — and fast.