Macy's 2001 Annual Report Download - page 9

5
Tracks
crowd really is no choice at all. While t here may be risk in
you nowhere. ■So Federat ed is commit t ed t o t aking
ng t he best possible shopping experience f or our cust omers.
prof it abilit y. ■To do t hat, we are t aking st eps t o improve
capit alize on opport unit ies in every f acet of t he company…
roach…
specif ic niche opport unit ies wit hin t he men’s sport swear depart ment. M eanwhile,
Federat ed’s best - selling I.N.C brand has enlisted Heather Mills, a celebrat ed model
and act ivist , t o represent it s new line of updat ed casual f ashion f or women in 2002.
The new JM Collect ion launches in 2002 wit h a f resh approach t o t he moderat e,
t radit ional career cust omer, and wit h assort ment s f ocused on a relaxed, sof t ,
lifestyle approach t o dressing. The int roduct ion of Greendog f oot wear in select ed
children’s shoe depart ment s nationwide will allow head- t o- t oe wardrobing f or kids
wit hin t he expanded Greendog brand.
Federat ed M erchandising Group’s design, development and market ing acumen –
as well as it s product ion volume – will cont inue t o evolve as our exclusive brands
ext end beyond Federated’s own st ores t o non- compet it ive depart ment st ore retailers
int ernat ionally. A f ull range of Federat ed’s private brands will be sold t his year
in leading st ores in Japan, Aust ralia, Chile, Peru and ot her nat ions. We are unaware
of any depart ment store whose privat e brands are so desired by other ret ailers
around t he world.
Across Federated, we are revit alizing market ing programs t o improve t heir eff iciency
and increase t heir eff ect iveness in at t ract ing cust omers and encouraging mult iple
purchases. We will make our advert ising more eff icient t hrough new systems
f or t racking, report ing and measuring t he result s of market ing programs, and more
eff ective t hrough more innovat ive t ools and creative execut ions.