National Jeweler Network

Market Developments

'What Not To Wear' host turns to weddings

August 07, 2014

Macy’s is teaming up with lifestyle expert Clinton Kelly, best known for his role on the television show What Not To Wear, to help guide brides-to-be ahead of the big day.

New York--Macy’s is launching a new campaign with Clinton Kelly, one of the hosts of TLC’s reality show What Not To Wear, on which he assisted guests deemed in need of a makeover, to lend his expertise and provide resources for brides-to-be.

Starting this month, the “Weddings with Clinton Kelly” campaign will allow Kelly, who already has a partnership with Macy’s, to lend his expertise exclusively through an online hub located on the Macy’s website.

This hub will have articles and videos designed to help couples create their gift registry. Kelly’s fashion advice and suggestions also will live on the site, covering topics such as how to dress--and accessorize--for pre-wedding events and makeup tips for the big day.

The campaign includes the chance for one couple to win a $10,000 registry from Macy’s as well as a trip to New York City. Customers who visit the site between Aug. 14 and Sept. 14 can enter to win the weekend getaway to the city as well as the chance to shop with Kelly at Macy’s flagship store in New York to build a $10,000 wedding gift registry.

The “Weddings with Clinton Kelly” campaign will be supported through exclusive events with Kelly himself at select Macy’s stores as well as through social media, digital media and print advertising.

“Clinton Kelly has long been a valuable member of the Macy’s family, and we’re excited to embark on this collaboration to help our customers as they enter one of the most exciting chapters of their lives,” said Macy’s Chief Marketing Officer Martine Reardon.

Kelly, who also is an author of multiple style and entertaining books and currently a moderator for ABC’s cooking-themed talk show The Chew, has been working with Macy’s since 2005, offering fashion expertise and style advice to its customers through special events and online content, among other channels.