06.23.08
Macy’s Shows ‘Marriage’ to Gays
Just weeks after the California Supreme Court said “I do” to same-sex marriage, Macy’s West division ran full page newspaper ads in San Francisco and Los Angeles showing two wedding rings and the headline, “First comes love. Then comes marriage. And now it’s a milestone every couple in California can celebrate.”
Same-sex marriages in California began in mid-June, so all the new couples are going to need lots of gifts. The newspaper ads support wedding registries at Macy’s, one of the nation’s largest department stores with 810 stores in 45 states, which replaced the “bride/groom” language on its registries in 2005.
Despite the stereotype that gay men like shopping, only a few fashion retailers have put a major stake in gay ground.
In 1996, San Francisco-based The Gap, Abercrombie & Fitch in Columbus, Ohio, and upscale New York store Bergdorf Goodman were also early arrivals. Saks Fifth Avenue and Armani Exchange arrived a year later, and in 1999 Bloomingdale’s (once independent, now under Macy’s) and Gap’s Banana Republic followed. Few tried gay-specialized images, though.
A comparative latecomer, Macy’s first ad ran an ad in gay media for its web site in February 2000 on gay.com, and in OUT magazine in 2003.
Meanwhile, less fashionable Wal-Mart quit before it got started. While it never got to the stage of advertising, it explored the idea during late 2006 and 2007 after becoming a corporate sponsor of the National Lesbian & Gay Chambers of Commerce before backing out under fire from conservative organizations.
Still, other retailers continue to try out the market. Target Corp. took some steps with OUT magazine in 2007, and H&M did too in February.
As more states recognize same-sex unions of all kinds, retailers have much to gain by advertising that they’re ready to serve all the happy new couples.