Madonna et Macy's prêts pour le lancement de Material Girl.
Madonna, Macy's Ready Material Girl Launch
Marketing blitz for the collection rivals the introduction of a new album or tour.
by David Lipke
Posted Wednesday June 30, 2010
From WWD Issue 06/30/2010
Madonna is getting set to move into a new home — Macy’s.
The world’s biggest pop star is gearing up for the launch of her new fashion line, Material Girl, in 200 Macy’s stores.
The biggest presentations of Material Girl will be at the Macy's stores in Herald Square, State Street in Chicago, Union Square in San Francisco, South Coast Plaza in Orange County and Dadeland in Miami. Another 75 stores will have significantly sized shops, with the remaining 120 showcasing a more moderate assortment.
Madonna is not the centerpiece of the marketing campaign supporting the launch. Rather, the most visible face of the brand in advertising and marketing materials will be the for-now-anonymous young television actress and singer. She appears mostly hidden from view in teaser ads that break this week in celebrity weeklies, cinema, outdoors in New York and San Francisco and on the Macy's Herald Square JumboTron. Her identity will be revealed in the coming weeks closer to the launch date.
'Madonna handpicked this girl,' said Dari Marder, chief marketing officer at Iconix. 'She really embodies who the Material Girl is.'
New advertising with the unveiled actress will break at the end of July in celebrity weeklies and the September issues of fashion titles such as Teen Vogue, Seventeen, Cosmopolitan, Glamour, InStyle, Nylon and Paper. The campaign also will include cinema spots, outdoor, radio and online components.
All the campaign images were photographed last month in a studio and on the streets of Williamsburg, Brooklyn. Lola helped style the shoot and Madonna stepped in and photographed some of the pictures herself.
The celebrity face of Material Girl will attend the national retail launch of the line at Herald Square on Tuesday 03 August, standing in for Madonna and Lourdes, who will not be present.
The winner of the competition to meet Madonna and Lourdes will do so at an event at Macy's Herald Square in New York on Wednesday 22 September.