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GLEE Fashion Apparel Line to hit Macy's stores
13
Aug '10
In advance of the eagerly anticipated second season of the year's biggest television hit which recently received 19 Emmy nominations, Twentieth Century Fox Consumer Products and Macy's announce the launch of their exclusive GLEE apparel line.

The program, hitting all Macy's locations on August 15th, will translate the pop culture phenomenon into the year's ultimate retail experience with branded vignettes and front-of-store window placement. An extensive marketing and online campaign has been created to support the retail launch.

"GLEE fans or 'Gleeks', just don't watch the show -- they live it. This retail launch will provide fans a very personal way to extend the GLEE experience and express their own GLEE personality," said Robert Marick, EVP of Fox Consumer Products. "Macy's has treated this launch as the kind of event that is a true homage to the show."

The apparel line from Awake, Inc. features an extensive line of fashion apparel including t-shirts, fashion tops and hoodies. From music inspired designs to sporty athletic apparel and more, the line offers fashion for every type of "Gleek".

"In just a short period of time, GLEE has inspired millions of fans," said Martine Reardon, executive vice president of marketing for Macy's. "It is our goal to extend that excitement to the Macy's customer with the products we'll be showcasing in our stores. There's something so refreshing about GLEE, and we are committed to channeling that into exclusive fashion merchandise that will impassion GLEE fans across the country."

Macy's will translate the energy and musicality of the show into fully-branded retail destinations with in-store GLEE vignettes. Each will include a JAGTAG promotion where consumers can unlock unique and engaging mobile content. Outside of the store, Macy's will roll out a creative window design display program in select stores across the country.

The crown jewels of the window program will appear at select retail locations including -- Herald Square, NY; Union Square, CA; State Street, IL; Miami Dadeland, FL; South Coast Plaza, Orange County and the Beverly Center in Los Angeles. These locations will feature multiple GLEE themed window designs highlighting key scenes from the series and actual wardrobe from the show. The Beverly Center will also be home to a special fan event on August 21 from 2:00-4:00PM with stars from the show.

The GLEE apparel program will be supported through a multi-platform advertising campaign including key placement in Macy's Back-to-School direct mail, e-mail and social networking. GLEE will also launch through the juniors section on Macy's.com on September 14 featuring the apparel along with GLEE-full activities such as trivia, behind-the-scenes video, wallpaper, photo galleries, and more.

Fox Consumer Products


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