First time retailer enlists celebrity endorsement for its Massini fashion line
GRAND RAPIDS, Mich., 2017-Jan-26 — /EPR Retail News/ — Meijer announced today (January 25, 2017) that it tapped Stacy London, one of America’s foremost style experts, to help shape the style direction for its on-trend women’s clothing line, Massini. London is best known as the co-host of TLC’s “What Not to Wear” and “Love Lust or Run,” and is a New York Times best-selling author.
“We continue to make strides to enhance our women’s clothing department – from integrating plus-size apparel to infusing more on-trend designs within our Massini line,” said Peter Whitsett, Executive Vice President of Merchandising and Marketing for Meijer. “We are thrilled to partner with Stacy because she has a knack for quickly creating an emotional connection, and is committed to helping all women feel beautiful and confident regardless of size. We feel Stacy’s philosophy compliments the fundamental inspiration behind Massini.”
Meijer first introduced the Massini brand in October 1986 as sophisticated sportswear for men and boys. Over time, the brand evolved, and in 2005, included lipstick, nail polish, and fashion accessories like hats, scarves, jewelry and watches. Today, the Massini brand is specific to women’s apparel, which London will influence.
In her role, London will serve as a style consultant to help the Meijer Style team continue its focus to evolve the Massini line with affordable trends for everyday wear.
“I am excited to work with the Massini line because the designs inspire women to create a look all of their own,” London said. “There’s a common misbelief that trends only look good on a specific body type or are limited to youth. This is not true. There are no limits. You can wear a trend regardless of your age or body type. I love helping women connect the dots.”
The partnership is the latest in the retailer’s ongoing efforts to draw customers from the grocery aisles to its upgraded apparel offerings. In 2014, Meijer unveiled its fresh approach with regional advertising in national magazines like InStyle, Cosmopolitan and Elle, and by showcasing its on-trend apparel on MeijerStyle.com. In October 2016, Meijer continued to build upon its investment in apparel by announcing a ground-breaking initiative to integrate the plus-size departments in each of its 230 stores into missy and women’s, with all sizes on one rack at the same price.
Meijer is a Grand Rapids, Mich.-based retailer that operates 230 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin. A privately-owned and family-operated company since 1934, Meijer pioneered the “one-stop shopping” concept and has evolved through the years to include expanded fresh produce and meat departments, as well as pharmacies, comprehensive apparel departments, pet departments, garden centers, toys and electronics. For additional information on Meijer, please visit www.meijer.com. Follow Meijer on Twitter @twitter.com/Meijer and @twitter.com/MeijerPR or become a fan at www.facebook.com/meijer.
About Stacy London:
Stacy London is one of America’s foremost fashion experts. She is best known as the co-host of TLC’s hugely popular show, What Not to Wear for 10 years, and most recently hosted 3 seasons of Love Lust or Run. She’s also a style contributor on Access Hollywood, Access Hollywood Live! and Rachael Ray’s syndicated talk show, Rachael. From 2005-2010, Stacy joined The Today Show on NBC as a style correspondent. Prior to her career in television, she worked at Vogue Magazine as a fashion assistant and later returned to Conde Nast as the senior fashion editor at Mademoiselle. Stacy has styled fashion photo-shoots and fashion shows, as well as dressing many celebrities over the years. She has had many prominent endorsements with brands such as Hanes, Pantene, Dr. Scholl’s, Woolite, Lee Jeans and Westfield Malls. Her first book, which concentrates on style by body type, entitled Dress Your Best, was published to stellar reviews. Her second book, The Truth About Style, a New York Times bestseller, is both a memoir and a style guide. In The Truth About Style, Stacy shares her story and focuses on the healing power of personal style and using that expertise to overcome past problems. Stacy has appeared on numerous national talk and news shows. In addition, she has been an expert contributor in countless magazines, newspapers and websites such as Refinery 29. Stacy speaks at corporate and public events and has appeared at ones such as Starwood Hotels, PricewaterhouseCoopers, Oprah University (O You!), Harvard University, Mount Sinai and the 92nd Street Y. Stacy sits on the National Board of the non-profits for Glam4Good and The Jed Foundation, and is on the Advisory board of The Li.st and Stylinity. She contributes time as well to charities such as Step Up!, The American Cancer Society, and as many Animal Charities as possible.