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"O Mercado" At Macy's: Like "The Shops At Target," But Brazilian

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Image via <a href="http://www.wwd.com/retail-news/department-stores/macys-brazil-strategy-5861495">WWD</a>
Image via WWD

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Macy's has revealed more details on their Brazilian-themed spring promotion, and it's looking very festive! It shall be called Brasil: A Magical Journey and include a marketplace, O Mercado, that features 100 imported items—from fashion and beauty to home decor and food—either from, or influenced by, Brazil. Why Brazil? Apparently Macy's was inspired by the country's "burgeoning international appeal and enchanting culture."

The destination-based initiative sounds a lot like The Shops at Target, which brings the same array of sourced products to the superstore, except Target's shops have been curated from local US boutiques instead of international vendors. Both are trying to add a little exclusivity to their megastore image, but they differ in where they found their mom-and-pop collaborators.

Macy's has one-upped Target in sheer volume of imports to its 800 stores, collaborating with everyone with a traceable tie to Brazil, including head designer at Calvin Klein, Francisco Costa, as well as handbag designer and native Brazilian Carlos Falchi, and Rachel Roy, who is not Brazilian but who did "vibe" with musician Seu Jorge while they collaborated on an exclusive collection.

Among the shoppable items are Carlos Falchi's reversible nylon bags, which are inspired by his paintings, plus scarves and pareos. Also, Rio de Janeiro’s Isabela Capeto has created totes, T-shirts, birdhouses, soaps, and candles, and Cecilia Prado will offer bikinis with fuller bottoms for all those Americans who aren't willing to go true Brazilian this summer.

O Mercado launches April 22, anticipating the May 16 kickoff for the full Magical Journey.

· No Passport Required: Macy's Will Bring Brazil to You [Racked NY]
· Target's New Design Collaboration Thinks Local, Ships National [Racked]