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Brief Published: 2 Feb 2012

Macy’s Brazilian Promotion


US retailer Macy’s will host A Magical Journey to Brazil from May 16 2012. The two-month long promotion will celebrate the culture of one of South America’s most vibrant countries – not to mention one of the world’s most buoyant economies.

Highlighting Brazil’s hottest designs, the retailer will fill all 800 stores with Brazil-related merchandise from the worlds of home, fashion, beauty, accessories and art. A host of fashion designers (names are yet to be divulged) have also been working closely with Macy’s to create capsule collections inspired by the Latino theme - perhaps a reflection of Sao Paolo Fashion Week's increasing popularity with international audiences.

Macy’s annual flower show, which runs from March 25 to April 7, will kick off the initiative, with stores decked out in Brazilian horticulture. A colourful programme of themed dance, music, crafts and cooking events will also help to raise its profile.

As well as shining the spotlight on fresh Brazilian specialities, the promotion will also raise funds to benefit the Amazon Rainforest, giving it an additional feel-good edge. For more on retailers using their stores as platforms to promote a charitable agenda, see our report Project Ocean, Selfridges: Retail Activism in Action.