After reporting a disappointing decline in second-quarter earnings and sales last week, Macy's (NYSE: M) is pulling out the big guns. Donald Trump and Martha Stewart are just two among a coterie of celebrities being employed in the department-store company's $100 million advertising blitz. New television spots for Macy's - one of which will debut on September's Emmy-Award broadcast - will also feature R&B singer Usher, Tim Gunn from Project Runway, chef Emeril Lagasse, and hip-hop mogul Sean
Also on the roster as a celebrity endorser for the Cincinnati-based retailer is Jessica Simpson. Seems like a bit of a slap in the face to hometown boy (and erstwhile Simpson paramour) Nick Lachey.
Stewart, figurehead of Martha Stewart Living Omnimedia (NYSE: MSO), also is working with Macy's on an exclusive line of Stewart-branded home products, which will launch this fall only in Macy's stores.
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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