Macy’s launches ‘Own Your Style’ platform

By

Jennifer Braun

Published
Mar 16, 2022

Macy’s announced on Tuesday the launch of a new brand platform created as a curated destination for style inspiration.

Dubbed 'Own Your Style', the digitally led omnichannel experience will connect customers with the advice, the inspiration and the products they need to own their style. 

The digital platform is part of a larger brand transformation that will expand to be fully integrated across all customer touchpoints including macys.com, Macy’s app, social media and stores. It is also a key step within the company’s 'Polaris' strategy. 

“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 touchpoints and offer them true value and style that they can own.”

The refreshed brand identity was created to “embody the spirit of discovery and playfulness”. Individuality is also a key focus. Coinciding with the launch of the digital platform, Macy's is reintroducing Macy’s Style Crew, a diverse community of passion-filled, style loving colleagues. Style Crew members share their best fashion tips by posting shoppable video and photo content on their own social and digital channels for customers to discover.

Macy’s also said that it is enhancing its website with a simplified global navigation, a refreshed, modern search bar and a personalized customer dashboard. It will equally feature product carousels highlighting different categories plus new product photos grids that showcase items in a new and engaging layout with product videos.

Likewise, in store, customers will find monthly Own Your Style and Now Trending pavilions curated with must-have products and key items.