Ne-Yo’s Private Brand Hero – Alfani Red

Grammy Award-winning R&B singer/songwriter Ne-Yo is the spokesperson for Macy’s contemporary Private Brand Alfani Red! If you are not familiar with Neo check out the video, he is cool, in an old school, retro way that simultaneously evokes Motown and today. If Marvin Gaye or Sam Cook where alive and working this is what they would look like.

Earlier this month Macy’s sponsored a Listening Party for Ne-Yo’s new song, “Heroes.” The party was held at the Simyone (SL) Lounge a trendy NYC club in the Meatpacking District. The Party featured models wearing the latest Alfani Red collection as well as Ne-Yo mingling and enjoying the crowd. The new song is available for FREE download on in support of the RESPECT! campaign. For every song downloaded from February 1 – March 31, 2010, Alfani will make a $1 donation, up to $50,000, to the RESPECT! campaign to end relationship violence.

Bravo Macy’s this is a nice tie in, a great way to engage your customers and help the community.

Here is Ne-yo performing the song on Letterman.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.