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Macy’s rebrands itself with “Own Your Style” platform – WWD

Macy’s rebrands itself with “Own Your Style” platform – WWD

 


Macy’s has ramped up its personalization efforts, revamped its website, formed a style team for fashion advice, and created in-store areas filled with clothing and accessories designated as “must-haves.”

Macy’s has also changed its dress code for co-workers, so they can better express their personal style and encourage customers to do the same.

It’s all part of what Macy’s said is launching a new brand platform with the tagline “Own Your Style.”

Efforts to help customers find and buy fashion that best matches their personal style will be integrated with macys.com, the The Macy’s app, social media and Macy’s stores.

“We’ll help our customers express their personal style with personalized, data-driven recommendations and expert advice that will set us apart in a crowded marketplace,” Macy’s Chief Brand Officer Rich Lennox said in a statement on Tuesday. . “This brand transformation will enhance our customers’ shopping experience with more personal touchpoints and provide them with real value and style they can own.”

Lennox added that the The new brand platform involves digital and social experiences, branded content, sequential storytelling, in-person expert advice, and personalized data-driven recommendations.

Macy’s also said Own Your Style is a key step in the company’s Polaris strategy, which is the roadmap guiding the retailer’s future and growth initiatives.

It’s also apparently an effort by the retailer to project greater fashion authority and boost sales.

Recently, Macy’s activity has been strongest in categories such as fine jewelry, fine watches, sleepwear, contemporary men’s fashion and men’s shoes. However, for much of women’s ready-to-wear, there has been a sales drought.

Macy’s Inc. President and CEO Jeff Gennette acknowledged an overreliance on apparel, workwear, social occasions and tailored clothing and said the company is was working to increase casual offerings, as well as develop new categories for Macy’s, such as wine, exercise equipment, pet supplies, health and fitness, and gourmet food.

Polaris involves efforts to improve the quality of its fashion offerings and refine private label focus, accelerate digital sales, and build customer loyalty and personalization.

Polaris is also calling for the closure of 125 stores from 2020 to 2022 and the upgrading of the top 250 stores, growth of off-price operations and modernization of the supply chain.

So far, about half of the 125 stores have been closed, with further closures delayed in order to maintain a physical presence in some markets where Macy’s recently began opening out-of-mall stores, namely Market by Macy’s. , Bloomie’s and Bloomingdale’s The Outlet. Traditional department stores also serve as fulfillment centers supporting digital operations through online shopping, in-store pickup, curbside pickup and same-day delivery services.

Macy's rebrands itself with the platform

From Macy’s new brand platform, Own Your Style.

In stores, Macy’s is setting up monthly Own Your Style and Now Trending pavilions this month with what officials describe as “must-have” products and key items. There will be digital screens providing style advice to customers and displays of cross-merchandized shoes and bags with outfits to give other suggestions.

Marketing around the Own Your Style brand platform will be inclusive and diverse, featuring cast members of diverse ethnicities, genders and body types.

Additionally, Macy’s has a new dress code that “celebrates” self-expression and aims to underline the message behind the Own Your Style brand platform.

“We’re reimagining our dress code through a new store lookbook,” featuring head-to-toe looks, some casual, some edgier. “Our colleague’s personal style and self-expression will engage and inspire our customers to express their own personal style,” a Macy’s spokeswoman said.

“A colleague in our general sales area may dress in a more casual look of their favorite pair of denim paired with trendy sneakers, while their colleagues in special sales areas – fine jewelry, beauty – will dress with a higher look. This can mean a dress, skirt, suit or blazer paired with flashy accessories. We empower our colleagues to let their personal style shine through.

Macy’s current dress code varies by role, but overall can be described as business casual, the spokesperson added.

The company said it was reintroducing Macy’s Style Crew, in-house style experts providing advice, live demos, product tutorials and fashion recommendations to customers and their social media followers. Style Crew members will post shoppable video and photo content to their own social and digital channels for customers to discover new products. Customers can click through posts from Style Crew members and land on macys.com to complete their shopping journey. Style Crew members can earn a commission for their participation.

Macy’s also said it is improving its website with simplified global navigation, a refreshed and modern search bar, and a personalized customer dashboard. “The online experience will center on the new Own Your Style hub, described as a curated destination for style inspiration.

The website will also feature product carousels highlighting different categories, as well as new product photo grids showcasing items with product videos.

Macy's rebrands itself with the platform

From Macy’s new brand platform, Own Your Style.

Sources

1/ https://Google.com/

2/ https://wwd.com/business-news/retail/macys-branding-own-your-style-1235134333/

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