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645,000 and rising : Macy's fails to calm angry Trump backlash


Macy's petition filled with angry comments

After Macy's CEO Terry Lundgren addressed the 'Dump Trump' petition, angry customers continued to vent comments about his association with the brand.

In a letter addressed to Angelo Carusone who started the petition, Macy's CEO doesn't mention Donald Trump in any of the wording, but states that :

"Macy's marketing and merchandising offerings are not representative of any political position. Ours is a free society compromised of a wide range of viewpoints. Many of the individuals associated with products sold at Macy's - or at any retailer, for that matter - express personal opinions that are not related to the merchandise we sell or to the philosophies of our company."

The letter fails to address any of the concerns that Trump's comments have had on the perception of the brand. It is also difficult to put Trump's words aside as his personal brand will undoubtedly tie him with Macy's image. We live in a digital age and it is inevitable that public figures who endorse products will also impact the way people feel about them online.

What surprises me in this letter is that the CEO doesn't mention Trump at all, and this to me is far too dismissive of the fact that there are now more than 645,000 people that are clearly upset with his comments. If the magic of Macy's is to be maintained, why does it endorse the idea that anyone can say what they like, no matter how harmful it is to the opinions of others? This to me does not support the 'Spirit of generosity' CEO Terry Lundgren is suggesting and is quite a surprisingly poor and vague response.

The latest Angry comments

"Macy's why do you want to align yourself with Donald Trump? You will not get my business as long as you are associated with him."

"I'm historically a BIG Macy's shopper for Christmas gifts, I shop in Charleston WV, or my hometown NYC. Not this year or years to come as long as you have a relationship with Trump. I grew up with Macy's , raised in NYC. LOVE Mircial on 34th Street. You have moved in my heart from Mircial to mega Dissapointment…"

"I will not let my grandchildren support your Macy Thanksgiving Parade. Donald Trump is a terrible representative of your fine store."

"Many small contractors have never been paid following Donald Trump's bankruptcy and yet he flaunts affluence. This is not a person Macy's should want to be associated with and insults its customers with reminders of his irresponsibility."

"Dear Macy's, I am happy to pledge to not shop at Macy's so long as Donald Trump benefits financially from his relationship with your store. His behavior is supremely ungentlemanly, arrogant, verbally cruel, and someone with his affect has no place in a distinguished department store."

"This man is annoying, disrespectful, and not at all what Macy's or any prestigious company should seek to represent them."

"I believe Donald Trump has enough opportunity in business. Macy's should dump him. Since he is not a positive representation of the company."

"I can't believe in times like this that Macy's would be associated with Donald Trump in any way at all. Macy's, Fire Trump! He's not right for your image."

"I refuse to EVER shop at Macy's until this racist and his products are dumped and I will share this with 100 other friends."

"We have an account at Macy's and would prefer not to shop there if Trump profits."

"I will do everything I can to make sure everyone I know does not shop at macy's"

Comments dating 17th November 2012 via online petition.

Not everyone may agree with dumping Trump because of his personal opinions, and some may find him amusing. However the bad publicity will boost Macy's exposure, but for all the wrong reasons. It may also push other customer groups away from the brand. This is where I can see some serious issues. More moderate buyers who don't necessarily purchase the Trump line of products may be too offended to shop at Macy's because of that association. This is what should be addressed in my view with more focus. Failure to acknowledge this is a lose-lose situation for Trump and Macy's. Just looking at this long list of comments above from people signing the petition today, Macy's clearly has to do a much better job in responding to this, and I would hope that they do it ASAP.

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