Own Your Style is a multiyear creative platform and tagline celebrating individuality and placing customers at the center of communication
Macy’s 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 brand will help customers discover and express their unique personal style by connecting them with products, advice, inspiration and great value. With the customer at the center of the company’s communication, the new brand platform will celebrate how customers feel when they own their style, help them overcome style challenges and inspire them with the latest products and trends. Powered by a digitally-led omnichannel experience, starting in March, Own Your Style will become fully integrated across all customer touchpoints including macys.com, Macy’s app, social media and stores.
“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. 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, Macy’s.
The new brand platform is a key step within the company’s Polaris strategy to win with fashion and style and will come to life across the customer journey through engaging digital and social-first experiences, branded content, sequenced storytelling, in-person expert advice and personalized data-driven recommendations.
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.
Customers will enjoy an elevated digital experience featuring simplified global navigation, a refreshed, modern search bar and a personalized customer dashboard. The online experience will be centered around the new Own Your Style hub, a curated destination for style inspiration. Additionally, elevated digital shopping experiences will feature product carousels highlighting different categories plus new product photos grids that showcase items in a new and engaging layout with product videos.