Macy's #BTS, vendor marketing tool?

Macy's has been using social media to better it's buisness for some time in a variety of ways. 

Back again this year Macy's is advertising #MACYSBTS and this time the visual support behind it is bigger than ever.

Large wrapped columns sit strategically around sales floors advirizing product classifications or vendors that are hot for the season. 

Although initial inquiries with staff has given little insight to the full direction and goal of this campaign it's easy to see where a vendor could benefit. 

Quiksilver merchandisers can easily curate key looks; marketed styles, regional demographic trends, SMU, and upload them to #MACYSBTS encouraging growth in QS products and brand awareness.