Macy’s has stepped up personalization efforts, revamped its website, formed a style crew for fashion tips and is creating in-store areas filled with apparel and accessories designated as “must haves.” Macy’s also changed its dress code for its colleagues, so they can better express their personal style and encourage customers to do the same. It’s all part of what Macy’s said is the launch of a new brand platform with the tag line “Own Your Style.” Efforts to help customers find and buy fashion that best suits their personal style will be integrated into macys.com, the Macy’s app, social media and Macy’s stores. The new brand platform involves digital and social-first experiences, branded content, sequenced storytelling, in-person expert advice and personalized data-driven recommendations. Macy’s also said Own Your Style is a key step within the company’s Polaris strategy, which is the roadmap guiding the retailer’s future and growth initiatives. At the stores, Macy’s is setting up monthly Own Your Style and Now Trending pavilions with what officials describes as “must-have” products and key items. There will be digital screens providing style guidance to customers and displays of shoes and bags cross merchandised with outfits to give further suggestion.

The marketing around Own Your Style brand platform will be inclusive and diverse, featuring cast members of various ethnicities, genders and body types. The company said it is reintroducing the Macy’s Style Crew, in-house style experts providing tips, live demos, product tutorials and fashion recommendations to customers and their followers on social media.

The Style Crew members will be posting shoppable video and photo content to their own social and digital channels for customers to discover new products. Customers can click through the Style Crew members posts and land on macys.com to complete their shopping journey. Style Crew Members can earn commission for their participation. Macy’s also indicated that it is enhancing its website with simplified global navigation, a refreshed, modern search bar and a personalized customer dashboard.