In confidence mode
Style is a powerful tool for self-expression, and the right look can unlock your confidence in any situation. Macy’s contemporary customers understood this. They were looking to entertainers, artists and athletes for inspiration, and to Macy’s for an affordable way to express their individual style.
Enter Mode of One, a private brand for this unique audience. I led development of packaging, advertising, collateral, the digital experience, and social-first launch campaign designed to build confidence with this customer through the power of celebrity and influencer talent.
Founder of The Brooklyn Circus menswear brand Ouigi Theodore styled the campaign, and shared his take on the collection for paid social and digital media.
The launch party at Classic Car Club Manhattan brought NBA players Jalen Brunson and Josh Hart of the New York Knicks together with Atlanta-based barber VicBlends and chef Kwame Onwuachi to promote their confidence in the brand in social feeds.
The impact
The Mode of One brand filled a gap in Macy’s private label portfolio for contemporary customers, and the social-first launch campaign led to incremental sales and market penetration.