The growth of online shopping has challenged many shopping centers and department stores, but Macy's is continuing to expand the ways its products reach consumers—it recently launched a branded beauty blog called 'The Edit' to promote its newest spring collection, as well as the Macy's Beauty Box subscription service.
For just $15 monthly, the Macy's Beauty Box provides a chic pouch, samples and a $5 discount off one's next beauty purchase. As the beauty box subscription space is a highly competitive one, Macy's will also be pairing its beauty products with items from other categories, so as not to limit itself.
To increase awareness of its Spring 2018 collection and the box, Macy's is having both consumers and influencers on social media use the #FindRemarkable hashtag.
Department Store Subscription Boxes
Macy's Beauty Box Subscription Provides Samples and Discounts
Trend Themes
1. Subscription Box Competitions - As the beauty box subscription space grows, companies like Macy's are pairing beauty products with items from other categories to expand their reach and outcompete other services.
2. Retailer-branded Blogs - As online shopping challenges physical stores, retailers are creating blogs like Macy's 'The Edit' to promote their collections and build consumer trust.
3. Social Media Promotion - To increase awareness of new collections like Macy's Spring 2018 and their beauty box subscription service, companies are turning to social media by prompting consumers and influencers to use specific hashtags.
Industry Implications
1. Subscription Box Services - As the beauty box subscription space grows more crowded and competitive, businesses are looking for ways to differentiate themselves and expand their reach.
2. Retail - The rise of online shopping has forced brick-and-mortar retailers to experiment with new strategies like branded blogs and subscription services to reach customers.
3. Social Media Marketing - As more consumers turn to social media for news and product information, companies are increasingly leveraging this platform to promote their offerings and build brand awareness.