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. Continue reading at AdAge.com

Source: AdAge Digital Macy's Is Out to Get You — One Way or Another