New York – Macy’s new Own Your Style brand platform launches aims to help customers discover and express their own personal style.
The new platform is part of the company’s Polaris strategy, which aims to position Macy’s as the go- source for fashion and style. It will involve digital and social-first experiences, branded content, sequenced storytelling, in-person expert advice and personalized data-driven recommendations.
The site launched this week by highlighting inspirational trends in home – Hello There, Sunshine and Contemporary Home – as well as apparel-oriented trends for prom, swim, vacation wear, and men’s and women’s clothing.
Curated products within the home-themed trends include fashion bedding, tabletop, kitchen and dining wares, decorative pillows, furniture, candles/aromatics, home decor, lighting and rugs.
In addition to the digital experience, Macy’s stores will feature monthly Own Your Style and Now Trending pavilions stocked with key items.
To support the project, Macy’s is reintroducing Macy’s Style Crew, a diverse community of in-house style experts. Their social media followers and Macy’s customers will tips, live demos, product tutorials and recommendations.
“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,” said Rich Lennox, chief brand officer of Macy’s.