Why Macy's Is Banking on Fashion Celebs, Digital This Spring

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Macy’s has been serving up fashion advice via a series of “irreverent” celebrity-studded Web videos. The department store, which saw same store sales increase 3.7 percent in February, has tapped style gurus like Martha Stewart, Donald Trump, Clinton Kelly, and Rachel Roy to guide consumers through real life challenges—like what to wear when meeting your ex-boyfriend for coffee. (Agencies JWT, New York, and Mediaedge:cia handled creative and media buying duties, respectively.) The goal, said Martine Reardon, Macy’s marketing evp, is to give consumers the confidence and style tips they need to “put it all together.”

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