The Client

Macy’s is a large department store chain founded in the USA.

The Challenge

For this spec, I was to write email copy to promote a fake Macy’s Mens Fall Sweater Event. The target audience was men ages 28-45 with a household income of 50K+. The goal was to appeal to men who may buy themselves a sweater every once in a while, but don’t typically think of fall as a time to refresh their wardrobe. They’re motivated by savings, convenience, and style.

The Approach

I studied past Macy’s ads for their clothing to get a sense of their brand voice. It’s modern and friendly, while striving to make their customers feel both stylish, but also casual and easygoing. At the same time, the tone for this project was urgent – the sale was only on for a few days.

 I dug into the pain point of how the way you dress changes the way you feel about yourself, and the confidence that comes with dressing professionally. That combined with the sale led me to the phrase “The Best Dressed Spend Less,” and that became my jumping-off point.