A new trend is emerging for New York Fashion Week, with ready-to-wear brands streaming their runway apparel through social media and mobile platforms while also including commerce options, bridging the gap between sales and the catwalk and diminishing the exclusivity of the event.
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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.
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.
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.
The fitting room is shaping up as the next frontier in the mobile transformation of in-store experiences, with Macy’s currently testing a program in one store and other retailers exploring similar strategies.
Crowdsourced logistics company Deliv is expanding into nine new markets with a 100 city reach as it looks to meet growing consumer demand for instant gratification with mobile purchases from major retailers such as Macy’s.
A new contest from Macy’s and Seventeen magazine as well as a challenge from department store retailer Belk point to mobile polling as a significant factor in driving sales for this year’s back-to-school season.
Starbucks, Domino’s and Macy’s are paving the way in bringing mobile into real-world retail experiences, furthering the integration between the digital space and bricks-and-mortar while bringing mobile ordering and payments to the forefront.
In reflection of how valuable mobile wallet users are, Macy’s is enhancing its own wallet, which was introduced last year, so as to better guarantee its place on shoppers’ smartphones in an increasingly crowded space.
Macy’s is merging in-store service with online convenience by partnering with zTailors, an on-demand alterations network that will allow customers to have a personal tailor at their doorstep with the tap of a button.