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...