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Macy's to Launch New Website for Juniors

From: ASAP

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Macy's has officially launched THISIT.com ( http://www.thisit.com ), an engaging new website designed expressly for today's fashion-savvy juniors. An interactive online destination that incorporates cutting-edge technology with relevant content, THISIT.com will enable its visitors to step "behind the velvet ropes" where they'll discover an insider's view to everything "IT" in fashion, music and more.

Developed to complement the lifestyles of young women from their teens to their early 20s, THISIT.com is an ever-evolving site that changes with the seasons so its fashions are the newest and most relevant. A variety of eye- catching graphics will direct users to the hottest trends, the freshest music, the latest celebrity styles and much more.

Designed and built by Macys.com using the latest Macromedia technology, the youth-driven site will provide users with dynamic content with such strategic partners as Teen Vogue, a fashion and beauty magazine for teen girls with the sophistication of Vogue and the energy and personal style inherent in today's youth; and Universal Music Group, the world's leading music company.

"This is an important development and the first in a series of steps being taken to reach out to our younger clientele, who are a very significant audience, not only for our juniors sales today, but to further establish Macy's as a relevant brand for their future," said Terry J. Lundgren, chairman, president and chief executive officer of Federated Department Stores, Inc. (NYSE: FD; PCX).

"We are thrilled to partner with a retail visionary like Macy's to enable the rapid creation of a rich user interface for this revolutionary new lifestyle site with Macromedia Flex," said David Mendels, General Manager, Macromedia. "By providing compelling content and applications using Flex, THISIT.com can engage customers at a whole new level."

THISIT.com's launch theme is "Celebrity," which will run through July 4 with a summer refresh in early April. The site's homepage will double as an IT LIST, with graphic icons that navigate visitors to an array of content features, including:

* LIVE IT - Where Teen Vogue looks at THISIT trends and offers its own fashion spin on the latest trends, and where real girls (ages 16-22) undergo complete makeovers for hair, makeup and clothing.

* PLAY IT - On screen DJ links to music selections where users can hear and see new videos from up-and-coming artists and even have access to exclusive interviews with top artists, such as Lindsay Lohan and Julie Roberts.

* BUY IT - A flash fashion show with the latest trends with e-commerce capabilities on macys.com.

* WIN IT - An animated entry envelope allows users to enter to win monthly prizes that can't be found or bought elsewhere, including a trip for two to New York, a fresh DKNY Jeans wardrobe, plus a tour of Teen Vogue and select hotspots around the city including locations from Universal Pictures' movie "In Good Company."

Federated Department Stores, Inc., with corporate offices in Cincinnati and New York, is one of the nation's leading department store retailers, with annual sales of $15.6 billion. Federated operates more than 450 stores in 34 states, Guam and Puerto Rico under the names of Macy's, Bloomingdale's, Bon- Macy's, Burdines-Macy's, Goldsmith's-Macy's, Lazarus-Macy's and Rich's-Macy's. The company also operates macys.com and Bloomingdale's By Mail.

posted February 2005 ASAP Fashion News Fast - Fashion news for the apparel industry and consumers to learn more about the clothing business.

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