Macy's 1999 Annual Report Download - page 11
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VIP customers; upgraded hair salons and spas and numerous other extras, all of which
strengthen the destination status of our stores while enticing customers to spend more time
shopping there.
Federated’s successful stable of private brands also are taking on new looks and
dimensions. Green Dog, a national line of tots-to-teens apparel and accessories, will
debut in fall 2000. Green Dog will offer kids the latest hot fashion looks, along with a
more sensible way of coding sizes for ease of shopping.
Souson, a private brand of bath and body products was rolled out to larger stores nation-
wide in fall 1999 as part of a larger trend toward open, assisted-sell cosmetics and related
merchandise lines. Open-sell fixturing, which Federated has been doing in cosmetics areas
in its stores since 1996, provides customers greater opportunity to touch and feel product,
and greater freedom to select merchandise that appeals to all their senses.
Alfani, a Federated brand of men’s contemporary tailored apparel, was extended
successfully to women’s apparel categories in 1999. Meanwhile, I•N•C International
Concepts – a widely popular, exclusive-to-Federated collection of updated casual apparel
and accessories for women and men – met with tremendous customer response when the
line was added to Bloomingdale’s merchandise offering last year.
Meanwhile, electronic gift cards, which we pioneered in 1998 as a replacement for
paper gift certificates, have become an important component of Federated’s strategic
positioning as a gift headquarters for customers. Gift cards can be purchased in-store,
online or by phone – and with stored values at whatever amount a customer chooses.
Creatively designed cards for special events and occasions make gift-giving more fun, and
in some cases our electronic gift cards have become lasting momentos and collector’s items.
The spirit of innovation also has stimulated new approaches in mail order catalog
businesses. At Fingerhut, for instance, assortments are being molded
into lifestyle catalogs that can be closely targeted to specific
customer groups, with enhanced graphic design to
support a more compelling visual presentation.
souson