Macy’s has announced the launch of its brand platform, Own Your Style, which empowers customers to celebrate their individuality and personal style through Macy’s curated assortment of the best brands and latest trends. Built on the brand’s rich history as a driving force in American fashion, Own Your Style is grounded in the customer insight that style comes from within, and Macy’s role is to help bring it out, said the company.
With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers a convenient and seamless shopping experience, offering values in apparel, home, beauty, accessories and more. Additionally, Macy’s gives customers more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated and smaller store format, Market by Macy’s.
With Own Your Style, the brand will help customers discover and express their unique personal style by connecting them with products, advice, inspiration and great value. With the customer at the center of the company’s communication, the new brand platform will celebrate how customers feel when they own their style, help them overcome style challenges and inspire them with the latest products and trends, Macy’s said. Powered by a digitally led omnichannel experience, Own Your Style has been fully integrated across all customer touch points including macys.com, the Macy’s app, social media and stores.
“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,” said Rich Lennox, chief brand officer of Macy’s. “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.”
The new brand platform is a key step within the company’s Polaris strategy to win with fashion and style and 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 platform, the company will introduce 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. Individuality will also be at the heart of the company’s casting, celebrating customers of every ethnicity, size, gender identity and ability. Macy’s colleagues will bring Own Your Style to life in stores with a reimagined dress code that celebrates self-expression to inspire customers to discover their own style.
Macy’s Style Crew
Macy’s is reintroducing Macy’s Style Crew, a diverse community of passion-filled, style-loving colleagues. These in-house experts will move their social media followers and customers to make informed purchasing decisions through tips, live demos, product tutorials and recommendations. Style crew members share their passion for fashion, beauty and lifestyle by posting unique shoppable video and photo content to their own social and digital channels for customers to discover new product in an informational, fun and engaging way. Style Crew members give customers the inspiration they need to turn their closet from “I don’t know” to “I totally own this,” said Macy’s. Customers can click through the Style Crew members’ posts and land on macys.com to complete their shopping journey.
Customers will enjoy an elevated digital experience featuring simplified global navigation, a refreshed, modern search bar and a personalized customer dashboard. The online experience will be centered around the new Own Your Style hub, a curated destination for style inspiration. Additionally, elevated digital shopping experiences will feature product carousels highlighting different categories, plus new product photos grids that showcase items in a new and engaging layout with product videos.
Stores will feature monthly Own Your Style and Now Trending pavilions curated with must-have products and key items. Customers will receive style guidance from digital screens throughout the store featuring style inspiration plus visual product displays including shoes and bags cross merchandised with outfits to provide style advice directly on the floor.