Macy’s today announced the launch of its brand platform – Own Your Style – empowering customers to celebrate their individuality and personal style through Macy’s curated assortment of the best brands and latest trends. Built on the brand’s rich history as a driving force in American fashion, Own Your Style is grounded in the customer insight that style comes from within, and Macy’s role is to help bring it out. The online experience will be centered around the new Own Your Style hub, a curated destination for style inspiration.
“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 company will introduce a refreshed brand identity that will embody the spirit of discovery and playfulness featuring more tips, inspiration, how-tos and hacks that make deciding what to buy easier and shopping more fun. Individuality will also be at the heart of the company’s casting, celebrating customers of every ethnicity, size, gender identity and ability. Macy’s colleagues will bring Own Your Style to life in stores with a reimagined dress code that celebrates self-expression to inspire customers to discover their own style.
In addition, Macy’s is reintroducing Macy’s Style Crew, a diverse community of passion-filled, style loving colleagues. These in-house experts move their social media followers and customers to make informed purchasing decisions through tips, live demos, product tutorials and recommendations.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.