"The creator economy is on a growth streak, and as the segment continues to evolve and mature, marketers have steadily upped their investments in the space. For Macy's, that has meant expanding its Style Crew affiliate marketing program, an effort that currently includes over 600 influencers and is projected by the brand to grow to a total of 1,000 members."
"Macy's Style Crew first launched in 2017 as an employee ambassador program with 20 members, but expanded in 2020 to welcome outside creators. The program helps Macy's connect with its target audience on the platforms popular for creator content and beyond, and serves as another way for the brand to reinforce its identity outside of the tentpole events for which it has become synonymous."
"Enhancements to the Style Crew are meant to help Macy's keep pace with an increasingly competitive creator landscape while also cashing in on renewed interest in affiliate marketing, a space forecast to see double-digit growth this year to reach $13.2 billion in U.S. marketing spend. Recent updates from the brand include the launch of creator storefronts on macys.com, 12% commission rates and increased access to exclusive events."
Macy's expanded its Style Crew from a 2017 employee ambassador program of 20 members to a creator-inclusive program with over 600 influencers and plans for 1,000. The program connects Macy's with audiences on creator platforms and reinforces brand identity beyond tentpole events like the Thanksgiving Day Parade and Fourth of July fireworks. Recent enhancements include creator storefronts on macys.com, 12% commission rates, and greater access to exclusive events. The program achieved 30–40% conversion growth among top creators, 315% revenue growth, 327% traffic increase, and a 138% rise in organic posts year-over-year. Macy's emphasizes performance-driven affiliate marketing while nurturing creator relationships.
Read at Marketing Dive
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