Macy’s has launched its own brand platform ‘Own Your Style’. The platform is part of the Polaris strategy, February 2020 was presented and is intended to impress with fashion and style. ‘Own Your Style’ is a creative platform that celebrates individuality and puts the customer at the center of communication.
Built on an omnichannel digital experience, the platform will provide customers with engaging digital and social experiences including branded content, ongoing storytelling, one-on-one expert advice, and personalized, data-driven recommendations.
Macy’s will help customers discover and express their personal style by offering products, advice, inspiration and value for money.
From the beginning of March, ‘Own Your Style’ will be integrated into all customer touchpoints, including macys.com, the Macy’s App, as well as social media and brick-and-mortar stores.
“Style is unique to each person. We will help our customers express their personal style through personalized, data-driven recommendations and expert advice that differentiates us in a crowded marketplace,” said Rich Lennox, Macy’s Chief Brand Officer.
The company said it will be “launching a revamped brand identity that will embody the spirit of discovery and playfulness, with more tips, inspiration and guides to make purchasing decisions easier and shopping more fun.”
The new brand platform ‘Own Your Style’ is brought to life through a revised dress code for in-store employees that celebrates self-expression. This should inspire customers to discover their own style.
Macy’s stores will host monthly ‘Own Your Style’ and ‘Now Trending’ pavilions showcasing must-have products and key pieces. Customers receive style advice and inspiration through visual product presentations on digital screens throughout the store, in which, for example, shoes and bags are combined with outfits. For example, Macy’s offers style advice directly on site. (dpa-AFX)