September 9, 2010, 12:24 PM

Macy’s pushes its ‘magic’ in online videos

The retail chain launches this week a coordinated TV, in-store digital and online video campaign.

Lead Photo

Dubbed “Find Your Magic,” Macy’s Inc.’s new marketing and merchandising campaign launches this week with a team of celebrity designers including Donald Trump, Martha Stewart and Rachel Roy featured in a series of TV spots and online videos.

The online videos, presented in a series at, feature the celebrity designers in amusing campaigns to dress up what appear to be everyday people in dull garb by taking them to a Macy’s store for a fashion makeover. Donald Trump, whose namesake men’s wear line is sold at Macy’s, finds a casually dressed schoolboy making no sales at a school bake sale, gets him dressed for success at a nearby Macy’s and turns him into a bake sale winner.

Other videos show fashion designer Rachel Roy putting new styles on a bowling team and home furnishings designer Martha Stewart sprucing up a college fraternity house. The same celebrity designers are featured in a TV commercial that shows a store clerk passing by the celebrities in a “magical” backstage environment to retrieve the perfect shoe for a shopper.

Another video on shows fashion consultant Clinton Kelly, the co-host of Discovery Communications’ TV show “What Not to Wear,” advising Macy’s shoppers what to wear and which styles to avoid. Beginning Sept. 10, Kelly will host a Daily Fashion Challenge online video that will let online visitors choose among Macy’s apparel offerings to put together the perfect wardrobe for particular occasions.

Once participants submit their wardrobe selections, other online visitors will vote for the most stylish outfits. Participants can use social networking tools, including links to Facebook and Twitter, to invite their friends to vote. The winner will win a $100 Macy’s gift card.

To produce the online video and TV campaign, Macy’s worked with advertising and interactive media agencies JWT New York, The Vox Collective, Mediaedge:cia and MagicBullet Media.

Macy’s is also introducing in an in-store digital experience the “Magic Fitting Room” at its flagship Herald Square store in New York. Using the Social Retailing Technology system developed by IconNicholson, a unit of LBi Group, the Magic Fitting Room provides a web-connected, touch-screen mirror, located outside a dressing room, that lets an in-store apparel shopper see what she’s tried on and touch the mirror to send her image to friends via e-mail or postings to social networks.

The shopper can then view comments flashed on the mirror glass by her friends, including images of suggested alternate products their friends may have found on If the shopper likes something her friends have suggested, such as a dress, she can enlarge the image of the dress to appear life-size in the mirror and impose it over her reflection to virtually try it on. If she still likes it, she can fetch the real item in the store, put it on, and use the mirror again to share her new look with her friends.

Macy’s is No. 20 in the Internet Retailer Top 500 Guide.

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