Macy’s has launched its digitally-focused ‘Own Your Style’ platform which will give shoppers a personalized journey including live demonstrations and tutorials.
Macy’s Style Crew, a team of in-house experts who guide shoppers by sharing live demos, tutorials, and recommendations, has now returned to the platform.
Rich Lennox, Chief Brand Officer of Macy’s said: “Own Your Style leads shoppers through a selection of brands and trends that speak to customers’ unique tastes and are generated by data-driven suggestions”
“Style is unique to the individual 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 touch points and offer them true value and style that they can own.”
Own Your Style, which aligns with the company’s Polaris growth strategy, provides branded content, sequenced storytelling, in-person expert advice, and personalized data-driven recommendations.
The platform also strives to be inclusive by providing products that appeal to customers of every ethnicity, size, gender identity, and ability.
Style Crew members can share shoppable videos and photos through their social and digital channels.
Customers who shop through Style Crew content will be directed to Macy’s website to buy the featured items.
Macy’s is improving its digital experience by simplifying global navigation, modernizing its search bar, and personalizing customer dashboards.
Product carousels highlight an array of categories, in addition to fresh photo grids that include an updated layout and videos.
Macy’s also is planning to upgrade its in-store offerings, including monthly Own Your Style and Now Trending pavilions.
These sections feature products the company deliberates “must haves.” Digital screens and product merchandising will direct and inspire customers with, for example, shoe and bag merchandising with outfit recommendations.
Macy’s also is inspiring employees to express their unique personalities through an updated dress code, which the firm hopes will lead customers to develop their own style preferences.
In addition to its introduction of Own Your Style, Macy’s proclaimed the hiring of former Target Design Director Emily Erusha-Hilleque as SVP for Macy’s Private Brands.
Erusha-Hilleque reports to Macy’s Chief Merchandising Officer Nata Dvir and is managing design organization for private brands within apparel, center core and home design, also works with merchandising and sourcing teams on overall private brand strategy.