Macy’s Launches New Digital Fashion Platform – mstylelab
18 Outubro 2023 - 10:00AM
Business Wire
Blurring the lines between the physical and
digital worlds through innovative fashion experiences, mstylelab
materializes at macys.com/mstylelab
Today, Macy’s launches mstylelab, a new engagement platform that
journeys into the future of fashion merging the physical and
digital realms to create cutting-edge experiences. mstylelab aims
to redefine fashion as a canvas for innovation, blending technology
and immersive environments to empower discovery, self-expression,
and connectivity. Accessible on any device, using any browser, at
macys.com/mstylelab, the public is invited to join the community,
create their usernames, collect a personalized digital item, and
engage with the first activation, an immersive fashion experience
built on the metaverse technology platform Journee, where style
transcends reality.
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the full release here:
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Macy's introduces mstylelab, a new
digital fashion platform materializing at macys.com/mstylelab
(Photo: Business Wire)
“We are excited to launch mstylelab, 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, Macy’s. “As we
grow and evolve the mstylelab 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.”
Brought to life through emerging technologies, mstylelab
launches with an immersive exploration focused on Macy’s newest
brand On 34th, in a larger-than-life surrealist recreation of New
York. This first activation with Journee, who specialize in
hosting, managing, and producing immersive digital spaces such as
virtual stores and interactive retail experiences, will draw new
audiences to this type of immersive content.
“We are excited to partner with a world-renowned brand like
Macy’s to showcase the future of fashion retail. This is a unique
metaverse activation that will bring this type of immersive
experience to a broader audience,” said Erika Lang, Head of
Americas at Journee. “Consumers are seeking multiple touch points
on multiple platforms to seamlessly integrate immersive virtual
experiences into their customer journey. This innovative technology
will propel the fashion industry - as well as many others - into
its next phase. Reaching consumers where they are and providing new
ways for them to shop and interact with one another is vital in
order to deepen their relationships with brands.”
On 34th is redefining the new classic wardrobe, inspiring the
modern woman to escape the ordinary and run her world. The
collection is her wardrobe BFF, ensuring she stays relevant,
confident, and cool.
Fans can begin this fresh style journey by logging in with their
macys.com profile (or creating one), to choose an mstylelab
username, design and personalize a digital fabric, which serves as
their community identity and entry into the next era of fashion. As
they queue and enter the virtual world, they will be able to
explore the immersive environment, discover and engage with curated
digital versions of select must-have apparel from the On 34th
collection. As the experience unfolds and individuals navigate
through star checkpoints along the way, they will be able to unlock
a unique digital t-shirt that is personalized to match their
mstylelab digital fabric. All On 34th apparel featured in the
experience is shoppable, merging virtual style with real-world
expression.
mstylelab will evolve over time to incorporate new immersive
experiences and partnerships that will further ignite inspiration
and discovery. Later this fall, as the holiday season kicks into
full gear, the current activation will shift to showcase the next
iteration of the Macy’s Thanksgiving Day Parade® metaverse
experience bringing fans closer to the high-flying spectacle.
The digital fashion journey is materializing now and mstylelab
and Macy’s Discord community members will be the first to know as
new experiences launch, for more information and to sign up for the
digital fashion community, visit macys.com/mstylelab.
About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M),
serves as the style source for generations of customers. With one
of the nation’s largest e-commerce platforms powered by macys.com
and mobile app, paired with a nationwide network of stores, Macy’s
delivers the most convenient and seamless shopping experience,
offering great values in apparel, home, beauty, accessories and
more. Macy’s gives customers even more ways to shop and own their
style through an off-price assortment at Macy’s Backstage and at
our highly curated Macy’s small format stores. Each year, Macy’s
provides millions with unforgettable experiences through Macy’s 4th
of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps
our customers celebrate special moments, big and small. We’re
guided by our purpose—to create a brighter future with bold
representation—that empowers more voice, choice and ownership for
our colleagues, customers, and communities.
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version on businesswire.com: https://www.businesswire.com/news/home/20231018359704/en/
Orlando Veras / Gillian Boyland
Communications@macys.com
Macys (NYSE:M)
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