In Fall 2004, Macy's refreshed its fashion approach by identifying four core customers. Each had a distinct persona: conservative Katherine, down-to-earth Julie, contemporary Erin and fashion forward Alex. Our fall campaign told their stories through insight lines ("handwritten" notes dropped onto the catalog pages) and editorial copy that contrasted their lifestyles and showed their personality. I wrote the copy and collaborated with the designers and our VP Creative Director on the overall look and feel of the campaign, which was rolled out to all divisions. Shown here is the direct mail book, "Clothes Tell A Story, The Story Is You," that also asks, "What's your story?" Please use "Presentation View."
