This year’s Glamorama was headlined by RB star Ne-Yo, with performances by pop singer Kristinia DeBarge and the New Standards. In L.A., it takes place in an airplane hangar and is more runway-focused, without the live entertainment Glamorama attracts. Hall said Macy’s would attempt to preserve Glamorama’s dazzle while incorporating the mainstream appeal of Passport, which also serves as a fundraiser for local causes. While more accessible to the average shopper, Passport lacks Glamo-rama’s cachet. Passport, which takes place in Los Angeles and San Francisco, showcases more moderate fashions such as Macy’s house brands. While more inclusive promotions could win back some disgruntled shoppers, Macy’s risks alienating what’s left of its designer customers with changes to Glamorama.Īt the after-party for the annual fashion event, which took place Friday, Macy’s executive Robin Hall, who produces the Macy’s Thanksgiving Day Parade and other major events for the department store chain, said that next year Glamorama will be combined with another Macy’s event called Passport. Schwartz said the Twin Cities was seen as a good test market but couldn’t say why. The company will decide in the fall whether to roll out the more lenient coupons nationwide. It’s too soon to know if the coupon changes are adding up to more sales, but Macy’s spokeswoman Andrea Schwartz said feedback has been favorable. “We hear you,” said Nancy Slavin, senior vice president of Macy’s merchandise group marketing. Coupons are integral to Macy’s promotional strategy - mailed to credit card holders available in newspapers, online and in stores nearly every week - and the long list of exclusions has made them the consummate symbol of insincerity for a national chain already seen as the enemy of local flavor and service.
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It’s a step toward easing frustration over coupons with so many exceptions that they often leave shoppers feeling misled.Īs retail strategy goes, analysts say, it’s far more damaging to dangle a discount before customers and take it away than to charge full price without any special offers. The extra discount is automatically applied when customers pay with a Macy’s credit card. So, if a BCBG dress or Thomas Pink shirt is on sale for 20 percent off, a customer could apply a coupon to get an additional discount. It allows coupons to be applied to any store merchandise that is on sale or clearance - including prestige brands that were previously excluded. The “wow pass” is quietly being tested at Macy’s stores in the Twin Cities, Boston and St. While Glamorama changes are still under consideration, astute shoppers in the Twin Cities may already notice improvements to coupons.
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