Facebook delivers digital brands to the Market @ Macy’s for Christmas
Macy’s and Facebook are teaming up to create pop-up space for digital brands at the department store’s busiest locations throughout the holiday season. Yesterday, the retailer and the social media giant announced the opening of pop-up shops inside nine stores featuring the Market @ Macy’s concept.
A total of 100 e-commerce brands including Two Blind Brothers, Love Your Melon, Bespoke Post and Charleston Gourmet Burger Company will gain exposure to consumers through the Market @ Macy’s located in Atlanta, Fort Lauderdale, Las Vegas, Los Angeles, New York City, Pittsburgh, San Antonio, San Francisco and Seattle.
The retailer plans to drive customers to its Market @ Macy’s pop-up at its Herald Square flagship in Manhattan with a three-week ad campaign running in Grand Central Station. The campaign will feature brands on display in the store.
Two Blind Brothers, a non-profit business founded by brothers Bradford and Bryan Manning who were diagnosed with Stargardt disease, a childhood version of Macular Degeneration, produces ultra-soft clothing to raise funds for blindness research.
Posted by Facebook Business on Monday, November 5, 2018
“Touch is such an important sense and why softness is a hallmark of our brand. For Two Blind Brothers and the majority of businesses participating, the experience will allow consumers to experience our brands and quality in a physical store for the first time ever,” said Bradford Manning.
The Market @ Macy’s pop-up will change the sales dynamic for Two Blind Brothers. Visitors to the brand’s website know that it is “blacked out.” Three price points – $32, $69 and $89 – appear on the screen, but no photo or product description is displayed. Instead, customers are asked to “trust” Shop Blind with their purchase in “the same way we place our trust in others to accomplish everyday tasks many often take for granted.”
New York City-based Bespoke Post is another digital brand that will be opening a physical retail space for the first time. The brand delivers 20 new themed boxes with curated goods on a monthly basis. Developed for men, Bespoke Post costs $45 a month for subscribers and $55 for individual retail purchases. The goods within each box are valued at over $70.
“We take a lot of care in creating one-of-a-kind box experiences that end up being the perfect all-in-one gift for guys,” said Rishi Prabhu, co-founder of Bespoke Post. “So, we’re excited to be a part of this experience to expand our reach into retail and have a presence at ‘America’s Largest Department Store’ this holiday season.”
- Bringing the Brands People Love Online Into Stores This Holiday Season – Facebook
- Explore What’s New at Macy’s This Holiday Season – Macy’s, Inc.
- Two Blind Brothers
- Bespoke Post
- Macy’s expands in-store pop-up concept with Facebook’s help – RetailWire
- Macy’s launches in-store pop-up concept for brands – RetailWire
DISCUSSION QUESTIONS: Will the addition of digital brands such as Two Blind Brothers, Love Your Melon, Bespoke Post and Charleston Gourmet Burger Company create excitement and bring customers to Market @ Macy’s locations over the holidays? Do you see some of the digital brands displayed breaking out as a result of the exposure they receive in Macy’s busiest stores?