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Macy’s Launches Digital Fashion Platform with Immersive Content

October 22, 2023 7

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Macy’s department store has launched an interactive retail experience that brings style and self-expression into the digital realm. Accessible on any connected device, mystylelab allows customers to explore fashion trends, select fabrics and designs, and shop for curated apparel that reflects their personal style. Built on the metaverse technology platform Journee, mystylelab immerses customers in virtual environments with the look and feel of the physical world.  

“We are excited to launch mystylelab, the next evolution of our web3 digital strategy, creating a hub for style inspiration and discovery at the intersection of fashion and technology,” said Dave Torres, Vice President of Interactive Marketing at Macy’s. “As we grow and evolve the mystylelab digital platform and community, new activations and experiences will be brought to life creating immersive storytelling focused on fashion and style, in a fun and shoppable environment.” 

Upon joining the community, members can navigate through fashion checkpoints to unlock a personalized digital t-shirt. The debut experience is a surrealistic recreation of New York City that showcases Macy’s newest clothing line, On 34th. Later this fall, the focus will shift to the upcoming Macy’s Thanksgiving Day Parade. The company expects these experiences will attract new audiences to the Macy’s brand.  

Read More on Loyalty360: 

Macy’s Launches Discord Channel and New NFT Series 

Macy’s Announces Plans to Launch Curated Digital Marketplace  

Macy’s Focuses on Customer Experience with New Hire 


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