Macy's taps VR, influencers in China e-commerce push

Anna Hamill

Macy’s is one of the world’s most iconic traditional retail brands, but its push into the Chinese market required an entirely different approach with mobile, e-commerce and VR at the fore.

Macy's, the American department store chain, has been at the forefront of retail for more than one hundred years. But, like many bricks and mortar retailers in North America, the iconic brand has not been excluded from challenges facing the wider retail industry: decreasing footfall, and the rise of e-commerce, and a desire for more exclusive retail experiences.

And could an American department store brand really pull off a online-first approach in the world's most complicated consumer market?

According to Dustin Jones, Executive Vice-President and Managing Director of Macy's China for the past two years, the first task was breaking...

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