In the latest attempt by a retailer to bridge the divide between the physical and digital worlds, U.S. retail giant, Macy’s has launched mstylelab, a new digital fashion platform.
The retailer announced the new initiative by inviting the public to join the community, create their usernames, collect a personalised digital item, and engage with a more “immersive fashion experience’.
According to the firm, mstylelab is aiming to create an environment that encourages discovery, self-expression, and connectivity among its users. It has been built on the metaverse technology platform Journee which specialises in hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences.
“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.
He added: “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.”
As brands continue to gravitate towards the metaverse such spaces are increasingly being seen as an effective way to reach a wider audience. Last month, Walmart introduced a virtual experience on Roblox, designed to encourage the new online communities and increase engagement among its customers. In August, 7-Eleven announced that it was bringing car fanatics together for a first-of-its-kind interactive challenge via online video game Fortnite.
Accessible on any device, the mstylelab launch includes an “immersive exploration” focused on Macy’s newest brand On 34th, in a larger-than-life surrealist recreation of New York. Over time the platform will evolve to incorporate further immersive experiences and partnerships, Macy’s said.
Erika Lang, Head of Americas at Journee added: “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.”
