Macy's has some spring in its step this season as it pushes out a new TV campaign and tests a digital initiative on Instagram. This week, the department store chain debuted "Find the Remarkable You," with a 90-second commercial that touches on female empowerment and self-improvement. In addition, Macy's is hosting a "Live Share" video with style tips on Instagram Wednesday evening with fashion influencer Wendy Nguyen of Wendy's Look Book.
The new marketing comes at a time when Macy's is beginning to see a sales uptick after years of struggle. Last month, the brand reported fourth-quarter sales of $8.7 billion, a 1.8 percent rise over the year-earlier period, along with a comparable sales increase of 1.3 percent.
And a new marketing strategy, which pushes fewer promotions, more fashion and an improved loyalty program for repeat shoppers, appears to be paying off, according to Macy's Chief Executive Jeff Gennette.