Macy's leaps into the shoppable metaverse
The metaverse has had its fair share of detractors over the last year or so, but this iconic retailer is jumping in with two feet - launching a new 3D gamified experience that hooks into e-commerce as well. The experience was built in partnership with Journee.
The marketing world may be suffering from some metaverse fatigue, but Macy’s is looking to the virtual realm as a way to strengthen connections with its customers. Today, the department store chain rolled out “Mstylelab,” a new digital fashion platform where consumers can create their own users, collect digital items and explore new clothing styles. Macy’s worked with Journee, a metaverse technology firm, on the new offering.
“What we’re looking to do is break down the barrier of connectivity and access and trying to really help consumers embrace newer technologies from a fashion perspective or an immersive perspective,” said Dave Torres, VP of interactive marketing at Macy’s. “This platform will be our launch pad.”
