Department store Macy’s has announced today a vast democratization of its influencer program, Style Crew. Macy’s is making the push amid the ongoing coronavirus pandemic, which has nationally bolstered the desire for online shopping.
Style Crew, which launched in 2018 and was formerly only available to Macy’s employees, is now open for anyone to apply. Style Crew members can create personalized storefronts for fashion, beauty, and home goods on Macys.com, and also share shoppable videos and images across their social media channels. According to Glossy, Style Crew members earn a 5% commission on any sales that are transacted on their storefronts or on social posts (via affiliate links).
As of now, the program comprises 3,300 employee participants. And looking forward, Glossy notes that the company isn’t placing a limit on the number of new ambassadors it will welcome — who will be approved by a screening process to ensure participants are aligned with the Macy’s brand identity. The retailer also isn’t setting a minimum follower threshold for Style Crew influencers.
On the tech side, Style Crew is being powered by TVPage, a video commerce platform designed for influencers. Prospective Style Crew members must create their stores on TVPage’s Storefront app, and can register for a webinar to learn more about the program during a webinar on Aug. 20.
“We are thrilled to expand Macy’s Style Crew to the broader fashion and beauty community,” Marc Mastronardi, Macy’s chief stores officer, said in a statement. “Expanding our marquee ecommerce program will enable passionate content creators to grow their personal brands while providing Macy’s shoppers with a highly engaging online experience.”
According to Glossy, Macy’s furloughed the majority of its 125000 employees at the outset of the pandemic in March, though now nearly all of its stores have reopened. On June 25, the company announced it would lay off 25% of corporate employees, totaling 3,900 jobs.