Macy’s has launched its digitally focused Own Your Style platform as part of its strategy of providing customers with omnichannel experiences that connect Macys.com, the Macy’s app, social media and brick-and-mortar stores. The platform includes the return of Macy’s Style Crew, the team of in-house experts who guide shoppers by sharing live demos, tutorials and recommendations.
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, said Rich Lennox, Chief Brand Officer of Macy’s.
“Style is unique to the individual,” said Lennox in a statement. “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.”
Macy’s Dives Further into Digital
Aligning with the company’s Polaris growth strategy, Own Your Style offers branded content, sequenced storytelling, in-person expert advice and personalized data-driven recommendations. Additionally, the platform aims to be inclusive through offerings that speak to shoppers of every ethnicity, size, gender identity and ability.
Style Crew members will be able to share shoppable videos and photos through their social and digital channels. When customers shop through commission-eligible Style Crew content, they will be directed to the Macy’s site when they wish to purchase featured items.
Enhancing its digital experience, Macy’s is simplifying its 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.
The Own Your Style launch followed last month’s refusal by Macy’s to spin off its online operations after activist investors such as Jana Partners advised the retailer to separate its ecommerce business from brick-and-mortar operations. While Own Your Style relies heavily on a digital approach, 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 considers “must haves.” Digital screens and product merchandising will guide and inspire customers with, for example, shoe and bag merchandising with outfit recommendations.
Macy’s also is encouraging employees to express their unique personalities through an updated dress code, which the company hopes will lead customers to develop their individual style preferences.
Macy’s Hires Target Private Label Pro
In addition to its introduction of Own Your Style, Macy’s announced 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 overseeing design organization for private brands within apparel, center core and home design, in addition to working with merchandising and sourcing teams on overall private brand strategy.
At Target, Erusha-Hilleque focused on ready-to-wear, young contemporary private label and design partnerships, including the launch of WILD FABLE, the retailer’s first Gen Z-focused private label. Erusha-Hilleque’s work included collaborations with brands and designers including alexis, Christian Robinson, Christopher John Rodgers, LEGO, Levi’s, Nili Lotan, Rachel Comey, Rixo, Sandy Liang and Victor Glemaud.