From a recent RetailWire discussion, here are some thoughts about a new brand initiative at Macy’s:
To some degree, the Daisy Fuentes brand was originally targeted to Kohl’s Latina customers as the chain expanded into Texas and the West. But the brand was eventually embraced as an all-store strategy, along with the much bigger rollout of the Jennifer Lopez brand. So Macy’s is late to the party, to some extent.
However, Macy’s has demonstrated expertise in micro-targeting, both in its merchandising messages and in its content by location. (Here in Milwaukee, for example, the two Macy’s locations have far different product focus even though they are 10 miles apart.) The key to the success of the Thalia brand will involve not only placing the goods in the right locations — obviously — but also making the brand look like a well-designed “big idea,” not just a token offering to a growing population segment.