As the first Macy’s Backstage stores open their doors, the new format is leveraging in-store mobile checkout options and consumer-generated social media in an attempt to ensure success.
Apparel and accessories
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Just as a teen who puts everything off to the last minute, brands and retailers are pushing late back-to-school sales, but the data is on their side.
Macy’s is providing Fashion Week attendees with the ability to purchase new looks instantly as they are modeled on the runway via a new microsite accessible on smartphones, but its lackluster optimization could frustrate users seeking to make a purchase.
Ann Inc.’s Loft tapped Instagram to post a summery image enticing its New York-based fans to flock to their nearest store to receive a $10-off coupon, proving that social media is effective for dispersing news of limited-time offers.
Cole Haan is one of the premier lifestyle brands tapping a new in-application feature that enables users to browse Instagram content and purchase items directly within the app via Apple Pay, underscoring the need for shoppable social newsfeeds.
Department store chain Neiman Marcus is expanding the visual recognition capabilities in its brand application to help consumers find the products they are looking for across all departments.
British department store chain Selfridges is treating passersby to an elaborate new window display created in collaboration with Apple to highlight its latest accessory, the Apple Watch.
Women’s fashion media brand Elle magazine is the first publication to introduce partnerships with beacon and geo-fencing technology, allowing readers to shop its editions.
Bally and Lanvin were among the women’s fashion labels to take part in WSJ. magazine’s September “Women’s Fashion” issue, the publication’s largest book to date.
Last month, Macy’s rolled out a shoppable ad on the Twitter Audience Platform, extending its social media marketing to third-party applications and driving a 7.85 engagement rate.