How Macy's fashions a new influencer strategy

This event report addresses how Macy's, the department-store chain, has developed its influencer strategy over time.

How Macy's fashions a new influencer strategy

Stephen WhitesideWarc

Macy's knows the purchase choices made in its department stores have long been influenced by style mavens from the worlds of fashion, entertainment and commerce.

But thanks to the rise of properties like YouTube, Instagram, and Pinterest, these mainstream celebrities now exist alongside an emerging cadre of couture-savvy online "influencers" who inspire and advise consumers interested in refreshing their wardrobe. And that shift has required Kim Yarnell, Macy's VP/digital media, to adopt a new type of brand ambassador.

"Over about the last two-and-a-half-years, I have really been focused – along...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands