Macy's back-to-school efforts will rely heavily on social promotions coupled with TV tie-ins and in-store appearances from stars such as Raini Rodriguez and Calum Worthy of the Disney Channel's "Austin & Ally." Macy's promotions targeting teens will include a Teen Vogue-branded shopping day and an episode of "Pretty Little Liars" where characters are dressed in Macy's fashions, during which users can chat with a stylist on the TV show's Facebook page.

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