Macy’s lets associates express their style – RetailWire
March 21, 2022
Macy has update its dress code to encourage associates to dress according to their personal style so they can be better seen as experts for style advice.
Previously, the dress code called for casual attire (i.e. no jeans or sneakers), with many departments requiring all black.
Looser wardrobe guidelines are part of a new brand platform,”own your stylewhich aims to better position Macy’s as an authority on fashion advice and discovery.
“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. WWD.
The dress code will vary depending on the role of the employee. The spokesperson explained, “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 – jewelry fine, 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.
The move comes after a period when the precariousness of American wardrobes accelerated during the pandemic.
Macy’s global “Own Your Style” platform emphasizes digital and social experiences, branded content, sequential storytelling, in-person guidance, and personalized data-driven recommendations.
At the store level, digital screens will display rotating style advice, including on cross-merchandising outfits. Monthly “Own Your Style” and “Now Trending” sections curated with “must have” products are added to the sales floors.
Online, Macy’s will introduce personalized websites based on customers’ purchase history. The ‘Own Your Style’ online experience offers a wide range of trend advice, including current versions of the preppy look, casual jeans and the ‘no makeup look’.
The online push also includes a bigger role for Macy’s Style Crew, a group of associates who post shoppable video and photo content to their own social networks and earn a commission from clicks.
Rich Lennox, Macy’s Chief Brand Officer, said in a statement, “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.”
DISCUSSION QUESTIONS: What do you think of the “Own Your Style” platform’s overall effort to position Macy’s as the go-to place for fashion advice? Do you see more benefits than risks in Macy’s relaxing its dress code and encouraging associates to dress according to their personal style?
“Let young associates be themselves and that will translate into good service for buyers.”