Macy's Big Ad Push/2 the Plan for Jil Sander/20
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MACY’S BIG AD PUSH/2 THE PLAN FOR JIL SANDER/20 WWDWomen’s Wear Daily • WEDNESDAYThe Retailers’ Daily Newspaper • September 6, 2006 • $2.00 Sportswear The Delicate Cycle Romance is in the air. Lace camisoles, ruffl ed blouses and embroidered, cutout dresses add just the right touch of feminine fl air for spring. Here, Hanii Y’s rayon, linen and polyester cardigan and silk shell, Shoshanna’s cotton and linen shorts and Lizzie Scheck necklace. For more, see pages 6 and 7. Y ANTONIA SARDONE New Time for Tourneau: Private Equity-Led Firm TZ/KRAMER + KRAMER; STYLED B + KRAMER; TZ/KRAMER Buys Chain for $300M By Jennifer Hirshlag NEW YORK — Tourneau Inc. is changing NNEL; MAKEUP BY SUZANNE KA NNEL; MAKEUP BY SIO hands. WWD has learned the New York- based watch retailer, one of the largest in the world, has entered into an agreement to be acquired for more than BY RIAD AZAR/L’OREAL PROFES RIAD AZAR/L’OREAL BY $300 million by an investor group led by Green Equity Investors IV L.P., an affiliate of Leonard Green & Partners L.P. The investors also include members of the Wexler family, who have owned the chain since the Seventies, and of the : ASHLEY M/NEW YORK MODELS; HAIR : ASHLEY M/NEW YORK senior management team, who will have minority stakes in the firm. The transaction is expected to be See Tourneau, Page 20 T DU VAL ENTERPRISES INC.; MODEL T DU VAL PHOTOGRAPHED BY TALAYA CENTENO A TALAYA BY PHOTOGRAPHED 2 WWD, WEDNESDAY, SEPTEMBER 6, 2006 WWD.COM Federated Unveils Macy’s Ad Campaign WWDWEDNESDAY Sportswear FASHION Designers are doing subtle takes on Victorian for spring, adding modern 6 touches such as bell-sleeved blouses and embroidered shift dresses. GENERAL Tourneau Inc., one of the world’s largest watch retailers, has signed a A new Macy’s 1 deal to be acquired by an investor group led by Green Equity Investors. billboard. Federated Department Stores unleashes its biggest ad campaign ever on By David Moin lied heavily on coupons, clearanc- also doing radio and online ad- 2 Thursday in conjunction with 400 of its units adopting the Macy’s name. es and point-of-sale markdowns vertising, and throughout the cam- EYE: A Q&A with Victoria Traina, fashion muse and daughter of Danielle NEW YORK — The nationwide to draw traffi c, the relaunch is paign the store’s two-year-old tag Steel, whose new gig is stylist of Alexander Wang’s debut fall collection. branding of Macy’s is under way. an opportunity to elevate the ap- line — “Way To Shop!” — appears. 4 On Thursday, the store’s par- proach to telling the Macy’s story; “The campaign will continue MAINSTREAM: Caribbean Joe owner Apparel Holdings Group is ent Federated Department sharpen the brand’s focus on two with a strong presence right up 10 launching a better line called Paradise Collection in a move to diversify. Stores will unleash its biggest and primary target audiences, work- until the holiday, and then go Diesel’s Renzo Rosso grew up inspired by the “American dream,” so his splashiest ad campaign ever. The ing women and Hispanics, and into the holiday season with a purchase of a building in New York is a physical measure of success. marketing represents a key plank beef up special events and chari- different set of ads…to maintain 12 in Federated’s $17 billion acqui- table activities. the excitement and key messag- WEST: The carpeted aisles overfl owed and the famous faces abounded, sition of May Department Stores The centerpiece of the adver- es,” said MacDonald. 22 but buyers and vendors at WWDMAGIC had value on their minds. last year and its strategy to con- tising portion of the campaign is JWT Chicago and Latinvox, a vert the May formats to Macy’s. a 30-second “brand launch” ad New York-based agency special- Classifi ed Advertisements.............................................................23-31 That process culminates Saturday and a 30-second private label ad izing in reaching Hispanic con- To e-mail reporters and editors at WWD, the address is fi rstname. when 400 former May doors are that bow Thursday on national sumers, created the ads in part- [email protected], using the individual’s name. renamed Macy’s, bringing the broadcast and cable television. nership with Macy’s Corporate Both ads are bouncy, with a mix Marketing and Macy’s division WOMEN’S WEAR DAILY IS A REGISTERED TRADEMARK OF FAIRCHILD PUBLICATIONS, INC. COPY- chain to over 800 locations. RIGHT ©2006 FAIRCHILD PUBLICATIONS, INC. ALL RIGHTS RESERVED. PRINTED IN THE U.S.A. Sources close to the effort said of animation, real models and a marketing teams. A Spanish-lan- VOLUME 192, NO. 48. WWD (ISSN # 0149-5380) is published daily except Saturdays, Sundays and holidays, with one ad- Federated is spending $90 million reworked version of the Motown guage adaptation of the TV ads ditional issue in January and November, two additional issues in March, May, June, August and December, and three ad- ditional issues in February, April, September and October by Fairchild Publications, Inc., a subsidiary of Advance Publications, to $100 million on the campaign. hit song “Dancing in the Streets.” was produced by Andres Levin. Inc. PRINCIPAL OFFICE: 750 Third Avenue, New York, NY 10017. Shared Services provided by Advance Magazine Publishers Federated, which does $27 billion The original was sung by Martha The relaunch also involves: Inc.: S.I. Newhouse Jr., Chairman; Charles H. Townsend, President & C.E.O.; John W. Bellando, Executive Vice President and ● C.O.O.; Jill Bright, Executive Vice President_Human Resources; John Buese, Executive Vice President_Chief Information Officer; in annual sales including Macy’s Reeves and the Vandellas; Macy’s fi rst magalogue. The David Orlin, Senior Vice President_Strategic Sourcing; Robert Bennis, Senior Vice President_Real Estate; Maurie Perl, Senior and Bloomingdale’s, would not Reeves sings the Macy’s version. 54-page book is being distribut- Vice President_Chief Communications Officer. Shared Services provided by Advance Magazine Group: Steven T. Florio, Advance disclose the budget, but it’s sig- The launch ad, which will ap- ed to 3.8 million households in Magazine Group Vice Chairman; David B. Chemidlin, Senior Vice President_General Manager, Shared Services Center. Periodicals postage paid at New York, NY and at additional mailing offices. Canada Post Publications Mail Agreement No. nifi cant considering money previ- pear more often than the private new Macy’s territories and in- 40644503. Canadian Goods and Services Tax Registration No. 88654-9096-RT0001. Canada post return undeliverable ously poured into advertising re- label one, shows models dancing cludes stories on the history of Canadian addresses to: DPGM, 7496 Bath Road, Unit 2, Mississauga, ON L4T 1L2. POSTMASTER: SEND ADDRESS CHANGES TO WWD, P.O. Box 15008, North Hollywood, CA 91615-5008. FOR SUBSCRIPTIONS, gional nameplates on their way to in Macy’s fashions set against de- Macy’s and its Thanksgiving Day ADDRESS CHANGES, ADJUSTMENTS, OR BACK ISSUE INQUIRIES: Please write to WOMEN’S WEAR becoming Macy’s, such as Filene’s, pictions of urban icons like the Parade and fl ower show. DAILY, P.O. Box 15008, North Hollywood, CA 91615-5008; Call 800-289-0273; or visit www.subnow.com/wd . Four ● weeks is required for change of address. Please give both new and old address as printed on most recent label. Hecht’s, Foley’s, Kaufman’s, Brooklyn Bridge, the Sears Tower Block parties and shopping Subscriptions Rates: U.S. possessions, Retailer, daily one year: $109; Manufacturer, daily one year $145. All other Famous Barr, Strawbridge’s, and the St. Louis Arch to suggest parties on Friday and Saturday U.S., daily one year $205. Canada/Mexico, daily one year, $295. All other foreign (Air Speed), daily one year $595. Marshall Field’s and L.S. Ayres, the retailer’s new national scope. in major cities. First copy of new subscription will be mailed within four weeks after receipt of order. Address all editorial, business, and production correspondence to WOMEN’S WEAR DAILY, 750 Third Avenue, New York, NY 10017. For permissions now goes just to Macy’s. The ad concludes: “Good news ● A three-truck caravan from and reprint requests, please call 212-221-9595 or fax requests to 212-221-9195. Visit us online: www.wwd.com. To Terry Lundgren, Federated’s America. Now, wherever you are, Detroit to New York providing a subscribe to other Fairchild magazines on the World Wide Web, visit www.fairchildpub.com. Occasionally, we make our subscriber list available to carefully screened companies that offer products and services that we believe would president, chief executive and there is a Macy’s near you.” taste of the parade and interactive interest our readers. If you do not want to receive these offers and/or information by mail and/or e-mail, please advise chairman, said that by taking The private label spot features entertainment. The caravan will us at P.O. Box 15008, North Hollywood, CA 91615-5008 or call 800-289-0273. Macy’s national, the company models on top of the world danc- stop at 23 new Macy’s locations WOMEN’S WEAR DAILY IS NOT RESPONSIBLE FOR LOSS, DAMAGE, OR ANY OTHER INJURY TO UNSOLICITED MANU- SCRIPTS, UNSOLICITED ART WORK (INCLUDING, BUT NOT LIMITED TO, DRAWINGS, PHOTOGRAPHS, AND TRANSPAR- saves on production and person- ing in I.N.C., Charter Club, Style & and conclude on Manhattan’s ENCIES), OR ANY OTHER UNSOLICITED MATERIALS. THOSE SUBMITTING MANUSCRIPTS, PHOTOGRAPHS, ART WORK, nel costs that would otherwise be Co., Alfani and Greendog outfi ts. Upper West Side on Nov.