Macy's Tests Spring Break Bikinis in Arctic Chicago

Macy's hopes to change the way it connects with college-age shoppers, and is testing an intense Spring Break-themed promotion in the Chicago market. Bikini-clad models will hand out hot chocolate and "booty bags" at pop-up events on 10 different campuses, encouraging the 150,000-plus college students in the snow-covered to attend a March 5 event at its downtown State Street store.

At the Macy's Star Beach Party, young shoppers will find offers and giveaways throughout the store, a private beach-themed party with models in the latest Spring Break clothes, and a performance by Chicago band Hey Champ, as well as free grub.

"Star Beach Party is designed to change the way college students think about shopping at department stores and make Macy's their shopping destination," the company says in its release. "We want them to become Macy's shoppers throughout all stages of their lives."

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