Macy's Inc. is turning to star power

CINCINNATI, Ohio (AP) -- Macy's Inc. is turning to star power this holiday season to fight disappointing sales and resistance to its takeover of local department stores.

Macy's hopes ads staring celebrities such as Jessica Simpson and Sean "Diddy" Combs will lure shoppers.

more photos » Macy's launched star-packed ads featuring celebrities such as Donald Trump and R&B singer Usher, made changes in merchandise including exclusive alliances with well-known designer brands and returned to more promotions at some locations.

The changes are meant to drive traffic and win over shoppers in some markets where the Macy's name replaced local favorites it absorbed as part of its acquisition of the May Department Stores Co. in 2005.

"They've started in the right direction," Wendy Liebmann, president of WSL Strategic Retail, said. "Now they have to deliver on the new message and the quality of their merchandise."

Macy's says its exclusive home furnishings collection by domestic entrepreneur Martha Stewart that debuted in September is off to a good start.

"There will be more Martha Stewart product in the stores for the holiday, and we're optimistic about it," Macy's spokesman Jim Sluzewski said.

Macy's recently announced deal to be the exclusive department store retailer for the Tommy Hilfiger U.S.A. brand of men's and women's sportswear in the United States, won't begin until fall 2008, but the designer appears in current TV ads.



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