NEW YORK — Macy's is transforming itself into Calvin Klein country for the next nine days.
The retailer plans to kick off "The World of Calvin Klein" tonight at its Herald Square flagship and will celebrate the iconic brand with special events at Macy's nationwide. The effort includes fashion shows, concerts, windows dedicated to Calvin Klein and personal appearances.
"For the first time, Macy's has created a fully integrated promotional campaign that encompasses specially designed visual presentations, window displays, exciting in-store events, an exclusive Calvin Klein customer mailer and culminates with a star-studded performance on our world-famous Broadway Marquee," Ron Klein, chairman and chief executive officer of Macy's East, said in a statement.
Macy's Herald Square will launch the initiative at 6 p.m. tonight with a fashion show on its main-floor aisle; an appearance of Calvin Klein face Gabriel Aubry in the men's department on the second floor, and informal modeling at the Calvin Klein white label women's shop-in-shop on the third floor. These will be followed at 8 p.m. by a Bloody Social concert at Macy's Broadway Marquee. The band's lead singer, Jamie Burke, also is the model for Calvin Klein Jeans.
The Herald Square flagship will have its 40 windows dedicated to Calvin Klein. Tom Murry, president and chief operating officer of Calvin Klein Inc., said in the statement that the events "are sure to create a very compelling shopping environment and further establish the connection between Macy's and Calvin Klein."
"The World of Calvin Klein" also will play a role at Macy's Passport 2007 fund-raising events, with vignettes to display women's and men's Calvin Klein Underwear and sportswear. Passport took place in San Francisco Thursday night and is scheduled in Los Angeles on Thursday. In addition, the retailer is hosting special Calvin Klein events at Macy's Metro Center in Washington on Tuesday, Macy's Center City in Philadelphia on Wednesday and Macy's Downtown Crossing in Boston on Thursday. They will feature style experts from GQ and Lucky magazines to discuss fall trends.
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