With a focus on top brands and emerging trends, Macy’s has announced the launch of a new brand platform – Own Your Style – positioned by the retailer to empower customers to celebrate individuality and personal styles.
Powered by a digitally-led omnichannel experience, Macy’s brand platform connects shoppers with the advice, inspiration, great value and products needed to own their style, the retailer asserted. On macys.com, an updated online experience will center on the new Own Your Style hub, a curated destination for style inspiration, Macy’s maintained.
Consumers will find an elevated digital experience featuring simplified global navigation, a refreshed, modern search bar and a personalized customer dashboard, according to the retailer. Virtual product carousels highlight various product categories and new product photos grids will showcase items in a fresh and engaging layout with product videos. The Own Your Style landing page includes a trend-oriented Home element that currently features a yellow and white color story under the banner “Hello There, Sunshine”. The landing page also references the availability of Klarna buy-now-pay-later (BNPL) financing.
The use of younger models on the landing page and the BNLP callout identify Own Your Style as an initiative that especially targets emerging Gen Z and younger Millennial shoppers.
Under the Own Your Own Style initiative, Macy’s has developed curated assortments of brands and trends-oriented products consumers can explore. Built on the brand’s history as a force in American fashion, Own Your Style is grounded in customer insight that style comes from within, the retailer stated, adding that Macy’s role is to help shoppers bring it out.
Macy’s is integrating Own Your Style across all customer touchpoints including macys.com, the Macy’s app, social media and stores.
The new brand platform becomes a key element of the company’s Polaris strategy to win with fashion and style, Macy’s indicated, and it will come to life across the customer journey through engaging digital and social-first experiences, branded content, sequenced storytelling, in-person expert advice and personalized data-driven recommendations.
With the initiative, the company is taking a step toward a refreshed brand identity that will embody the spirit of discovery and playfulness featuring more tips, inspiration, how-tos and hacks that make deciding what to buy easier and shopping more fun, Macy’s noted. Individuality will feature in the company’s media-related casting, celebrating customers of every ethnicity, size, gender identity and ability. Macy’s employees will bring Own Your Style to life in stores with a reimagined dress code that celebrates self-expression in a way that encourages customers to discover their own styles.
Macy’s pointed out that it is reintroducing Macy’s Style Crew, a diverse community of style-loving, in-house experts who help their social media followers and customers make informed purchasing decisions through tips, live demos, product tutorials and recommendations. Style crew members post unique shoppable video and photo content to their own social and digital channels to give customers the inspiration they need and product choices they can use in developing their own looks. Customers can click through the Style Crew members’ posts and land on macys.com to purchase. Style Crew Members earn commissions for their participation.
“Style is unique to the individual,” said Rich Lennox, chief brand officer of Macy’s. “We will help our customers express their personal style through personalized data-driven recommendations and expert advice that will differentiate us in a cluttered marketplace. This brand transformation will enhance our customer’s shopping experience with more personal touchpoints and offer them true value and style that they can own.”
