Macy's: This It

Macy's is trying to reach a younger audience, and has launched ThisIt.com. The site is targeting teen girls and young adult women. They've teamed up with Teen Vogue and Universal Music to provide some content, including music, information on fashion trends and some sweepstakes offers.

According to an article about the launch on Internet Retailer, the CEO says that this is a step to "further establish Macy`s as a relevant brand for their future."

Hmm... I don't think the execution of this one builds enough community to "establish Macy's as a relevant brand for their future." But it looks nice.

Link via MarketingVOX.