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GGP and ‘What Not To Wear’ team


Chicago General Growth Properties said it has partnered with TLC Network’s “What Not to Wear” television series to help give mall shoppers expert insights and educate them on how to shop more effectively instead of more expensively.

The program, entitled Shop Smart Look Fab, aims to resonate with consumers who TLC and GGP say are shopping more selectively and seeking greater return on their purchases. The campaign is designed to educate and empower consumers to achieve even smarter shopping habits.

Shop Smart Look Fab launched in August with a dedicated Web site,, where consumers can find exclusive fashion content from the “What Not to Wear” style gurus, including wardrobe tips and style quizzes. From this Web site, Shoppers also can locate their nearest participating GGP mall and enter to win a “What Not to Wear” Experience, including a trip to New York City, a $2,500 shopping spree, plus a chance to meet a member of the "What Not to Wear" team.

“Our goal is to offer our shoppers more value at a time when people are asking, ‘How do I get the most out of what I already have, but also make smart purchases that give me a greater return on my investment?’,” said Wally Brewster, senior VP marketing & communications, General Growth Properties.

GGP and TLC’s “What Not To Wear” will continue their partnership with an interactive 2010 spring initiative.

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