Throughout the 80s and 90s, department stores were the go-to resource for prom dresses but increasingly, consumers are preferring quick and affordable trends from retailers like Zara and H&M. Macy’s needed to overcome the “fast fashion” competition and connect with teens during a saturated prom season. Macy’s has seen success with Millennials through Msytlelab, the brand’s affordable and trendy junior’s department, so we positioned it as the anchor for Macy’s prom destination.US
STRATEGY AND EXECUTION
Teens are pressured into finding an original dress for prom and use social media to browse styles; 58% see inspiration from trusted peers online. On Facebook, registries help teens compare looks, leading them to shop sooner to get the outfit before their friends. We connected Mstylelab with Millennial style trends through voices that teens know and love: top teen fashion vloggers. We leveraged a three-pronged strategy to timely pulse messaging throughout their path to purchase.
1) We built awareness of prom trends: MyLifeAsEva (3MM+ YouTube subscribers) launched on March 13 and featured “4 Bold Must-Have Dresses for Fall Prom,” Meeting teens at the start of their search.
2) Drove brand consideration Teala Dunn (from Are We There Yet) ran on March 27 featuring “Get Ready for Prom” suggestions.
3) Incorporated sale messaging Clevver Style (YouTube’s top 10-network), launched on April 10 with last-minute deals, “4 Looks for Prom under $199.” A Teen Vogue lookbook also trends and fashion go-tos, and programmatically supported distribution across teen sites.