I absolutely applaud Macy’s strategy of negotiating exclusives with mass-appeal designers like Martha Stewart and Tommy Hilfiger, to name just two. Target has certainly shown us the power of the excusive deals which positioned them as relevant arbiters of trends – even in a discount environment. Of course, Macy’s is not Target and is supposedly courting an aspirational customer, including those who may now be shopping at Target.

Macy’s is seeking to make department stores relevant again and this is one of many well-considered strategies they are employing, as well as effectively positioning their own brands (INC, Hotel Collection, etc.), improving the store environment, etc.

Here’s my question: Will the consumer (particularly the aspirational customer) ever tire of the next great Martha collection?

My concern is that like anything that seems to be working, stores will often find a way to beat it to death. In this case by devoting potentially too much space and crowding out and marginalizing other options. The space Macy's is devoting to the product is amazing.

Please, Macy’s. As you score more of these incredible exclusive deals (i.e. the recent Tommy Hilfiger coup), keep your aspirational customer in mind. We want the products – but we want them to feel special. Don’t overdo the presentation or the marketing.

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