Madonna and Lourdes’ Material Girl is Almost Here, Promotions Ensue
If you’ve been reading any fashion blog (this one included), you’ve heard about “Material Girl,” a fast-fashion juniors collection which Madonna and her daughter, Lourdes, collaborated on. The August 3rd debut at macys.com and 200 select Macy’s stores across the country is on track, and the retailer recently released more information on the supporting promo plans. Early bird shoppers who dress up in Madonna-wear at select stores will have a chance to win T-shirts autographed by Madonna between 10 a.m. and 12 p.m.
Additionally, the first 200 shoppers at six Macy’s locations will win a “Material Girl†bandeau top and $10 off “Material Girl†purchases made that day. It doesn’t stop there: Madonna-inspired events will be hosted at select stores on launch day including afternoon Madonna music dance parties, more exclusive giveaways and refreshments. Finally, Taylor Momsen, recently announced as the muse and face of the “Material Girl†collection, will make an appearance at Macy’s Herald Square between 5 and 7 p.m. for a live acoustic performance in the juniors department. Fans who spend $50 on “Material Girl†wear will have the opportunity to take a photo with Momsen.
If this doesn’t do amazingly well, you certainly can’t blame a lack of promotion. We’re guessing on Tuesday the select Macy’s stores will be packed with teenagers who are fans of Lourdes and their moms who loved Madonna in the 80s. The cross-generation appeal actually makes the mother-daughter collaboration quite genius.
Executive Vice President of Marketing for Macy’s Martine Reardon said he expects the launch to create a whirlwind of enthusiasm.
“Madonna is a legendary fashion icon, and Lola has a great sense of style that reflects her global fashion view,†he said. “The national unveiling of this collection will be an incredibly exciting moment.” {Market Watch}
The apparel, shoes, handbags and jewelry for the collection will go for $12-$40. The ads featuring Momsen have popped up on the Internet, and we also caught a sneak peak at macys.com and from iVillage. It’s all very 80s Madonna (faux-leather pieces and lots of lace), with hints of the plaid shirts that popped up on the Music cover. If nothing else, petite adults looking to build a convincing 80’s Madonna Halloween costume should have an easy time at it this year. And of course, we’ll keep you updated on the most important detail – how the collection sells!
