Macy’s plans to turn hundreds of its own employees into fashion influencers for its brand.
The program, called the Macy’s Style Crew, began as a modest group of Macy’s staff. currently the company will be asking for applications via current employees in its corporate offices in addition to stores who want to be fashion influencers on social media in which spring, Macy’s senior vice president of fashion, Cassandra Jones, told BuzzFeed News.
“When you’re looking at a fashion blogger — who I love — they’re very limited in niche,” Jones told BuzzFeed News. “What’s cool about opening in which up will be we have people all over the country in which have incredible style or unique style … in which can make them unique influencers in their community.”
Macy’s will offer “tiers in addition to rewards” to influencers within the program as credit for online sales. nevertheless the payment tiers have not been confirmed, said Jones.
The company will be prepared to roll out anywhere between a “few hundred to a couple thousand” influencers, she said. While Macy’s will be currently only taking internal applications for influencer positions, in which plans to open the program to people outside of the company once in which has finalized the program.
“in which’s game-changing as in which moves along,” said Jones.
Before in which began looking for influencers in its own ranks, Macy’s worked with social media influencers for years. In 2015, the company partnered with YouTube style vloggers Claire Marshall, Jenn Im, Shameless Maya, P’Trique, in addition to Amy Pham, plus Maker Studios, over an eight-week “The Next Style Star” contest. The series pitted 16 designers against one another for a chance to win $10,000 in addition to have their work displayed in Macy’s flagship fresh York store. In 2016, Macy’s launched a social media campaign with the hashtag #SettingTheBar, which was aimed at highlighting millennials who create their own styles using the company’s private label, Bar III.
in addition to just last week, Macy’s partnered with Wendy Nguyen of Wendy’s Lookbook in addition to some other influencers to promote its #FindRemarkable campaign. The influencers chatted about fashion tips in addition to the company’s clothing in an Instagram Live video.
Jones said the program will be aimed at leveraging the company’s current trove of fashion-savvy employees. nevertheless the move may also cut the cost of acquiring in addition to paying social media influencers outside of the company. A report in Digiday in June estimated in which Instagram influencers can be paid $1,000 per 100,000 followers for a promotional campaign.
The program also comes as Macy’s plans to close 34 more stores in which year as pressure via online retailers like Amazon compel in which to downsize its brick-in addition to-mortar presence. in which has closed 124 stores since 2015.