18(a) Describe the mission/purpose of your proposed gTLD
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THE MISSION AND PURPOSE OF THE NEW RESTRICTED .BLOOMINGDALES gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.
The new .bloomingdales gTLD will operate as a restricted registry, in which Macy’s Inc (Macy’s) can create and control domain spaces that promote the Bloomingdale’s brand identity and authenticity. In this regard, Macy’s will use .bloomingdales to provide information, services and resources for personalised marketing purposes to Bloomingdale’s consumers in a way that promotes trust, convenience and utility, with internet users assured of brand authenticity. The .bloomingdales gTLD will provide an authoritative internet space for Macy’s and, potentially, its affiliates and partners that are associated with the Bloomingdale’s brand.
Established in 1858, Macy’s is one of the premier retailers in US with its Macy’s and Bloomingdale’s brands. As of January 2011, the Macy’s brand operates about 850 department stores, outlet stores and furniture galleries operating coast-to-coast and online at macys.com. Macy’s employs over 150,000 employees across its stores across 45 States in US, Guam and Puerto Rico. Macy’s is also listed on the New York Stock Exchange and, as of end of FY2010, Macy’s had a sales revenue of USD25 billion. Macy’s embraces its customers and strives to provide an experience that transcends ordinary shopping. Macy’s believes the key to success is to integrate its stores with the internet, and mobile technology. Thus, Macy’s strives to engage its customers in stores, online and via mobile devices by investing and tailoring the necessary talent, technology and marketing to its customers’ needs.
Bloomingdale’s brand was established in 1861 as a premium brand for Macy’s offering a nationwide full-line upscale department store, recognised for its originality, innovation and fashion leadership. The Bloomingdale’s brand includes 35 stores, bloomingdales.com and 7 Bloomingdales Outlet Locations. In 2010, Bloomingdale’s opened its first international location in Dubai. Bloomingdale’s has become a leading attraction for its exceptional customer amenities including an international visitor centre and for its outstanding personal shopper services that strengthen customer relationships and builds loyalty. Bloomingdale’s is consistently finding ways to differentiate its superior services and reinforce its position as an authority for upscale, contemporary fashion. In this regard, consumer trust and continuous innovation are paramount considerations in Macy’s application for .bloomingdales. These objectives will be further complemented by Macy’separate application for .macys to strengthen Macy’s online brand presence while distinguishing each brand’s identity and customer focus.
Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .bloomingdales gTLD will facilitate greater trust and assurance from internet users connecting with Bloomingdale’s online, whilst still allowing convenient and efficient interaction.
Macy’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Macy’s is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
- consumer trust: the .bloomingdales gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Macy’s, at this stage, which will provide added consumer trust that the .bloomingdales domain names are trustworthy. As the .bloomingdales domain names are subject to registration standards, policies and procedures under Macy’s control, this eliminates the possibility of malicious conduct within the .bloomingdales domain space;
- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in the .bloomingdales gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Macy’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Macy’s. As Macy’s has effective control over the registration and use of domain names in the .bloomingdales domain space, this will also contribute towards general service innovations on the internet.
Given the restricted nature of the .bloomingdales gTLD, it is anticipated that domain names between 200 and 400 will be registered in the first 3 years. However, the number of registrations is likely to increase as Macy’s develops and implements new services and marketing campaigns for Bloomingdale’s or create product and service related domain names.
As the new .bloomingdales gTLD expands and evolves, Macy’s may offer the use of personalised second level domain names to its customers, affiliates and partners associated to the .bloomingdales brand at a later date while retaining exclusive control over the use of such domain names. In this endeavour, Macy’s will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Macy’s will keep ICANN reasonably informed of any material developments relating to .bloomingdales gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.
Bloomingdale’s is a well-recognised global brand with its “Bloomingdale’s” trademark registered in about 150 countries and territories for classes including Jewelry (14); Leather goods (18); Clothing (25).
Macy’s has an extensive domain name portfolio including 34 existing domain names with an exact match to the applied-for .bloomingdales string and the “Bloomingdale’s” trademark in spaces such as bloomingdales.com and bloomingdales.jp. Macy’s also has over 110 domain names containing the “Bloomingdale’s” trademark in spaces including bloomingdalesbirthday.net, bloomingdalesbaby.org and bloomingdalesbridal.us.
Recently, Macy’s was successful in securing sunrise application for bloomingdales.co and bloomingdales.xxx based on existing trademark registration.
Macy’s believes that the .bloomingdales gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. The “Bloomingdale’s” trademarks are leading and iconic global brand, with its unique identity and customer focus. With significant reputation in the fashion retail industry, Macy’s has used the term Bloomingdale’s in conjunction with its fashion businesses for over 150 years. As such, the Bloomingdale’s brand is well known for its association with premium fashion and retail services.
Similar gTLD applications: (1)
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