Macy’s Parade - Product + Promotion

The Macy’s Parade product - both fashionable and fun - is the singular, direct link between the store and the Parade, creating a bridge between our brand and its most beloved annual event. Upon joining the Macy's Parade team, I set to restructure the creative process for all Parade product: for the first time in the Parade's history, product is now representative of the brand identity at large (reflective of the rebranded creative) and distinctly created or approved by the Parade’s Creative Team. I’m personally in charge of supervising each and every piece, ensuring a brand-right experience for our followers and fans, both old and new. Hundreds of new pieces are uniquely crafted each year, and sales have surged to new heights as Parade product continues to be a focus for Macy's.